Fact: Compared to other soft drinks, MER is tasty, refreshing and doesn’t fizz-up when it’s shaken.
Message: MER allows you to move frenetically, is unaffected by your daily rhythm and refreshes your day, every time.
A product truth as a starting point. By linking the product performance to the target, we encourage an active lifestyle in a fun, engaging and social way.
Brand & communication objective
Short term: Engagement. WOW factor. Increase brand awareness and drive consumers to point-of-sales.
Long term: Connection. Increase brand esteem and brand relevance adding new values to MER’s personality: MER perceived as a cool, fun, spontaneous, and bold brand that speaks to teens.
A concept with longevity and refreshable in follow-up connection & other campaigns.
A campaign revolving around the shake movement which changes the perception of MER, Increases brand awareness and relevance, connecting to our target in an approachable and fun way!
‘MER SHAKE UP’ campaign is a fun and engaging challenge aiming to prove the benefits of MER in a fun way by integrating 3 areas:
Physical Space (An interactive vending machine, Event)
Digital Space (MER ‘SHAKE UP’ mobile app)
Social Space (Facebook, Instagram, Event)
The execution (Campaign period: 2 - 4 weeks)
To kick of the campaign, we aim to place MER ‘SHAKE ME’ interactive vending machines¹ in high-traffic areas around Stockholm. (Stureplan, T-Centralen) These vending machines will have a ‘SHAKE ME’ copy placed prominently in the front, which beckons the consumers. (A #hashtag will also be created for media shares on Instagram/Facebook) When shaken, the vending machine will light up from red, amber to green (similar to MER’s logo) to show their progress. When completed, a bottle of MER dispenses, surprising the consumer. If this event is filmed, it will give us an opportunity to produce a case study film which greatly promotes MER.
Through the label on the PET bottle and other BTL/ATL mediums, we will promote the ‘MER SHAKE’ app. The game, ‘SHAKE-ATHON’, that infuses friendly competition and fun. Connecting with Facebook, the game consists of 3 portions:
Using the phone’s accelerometer, the aim is to see how fast you are able to fill up a MER bottle by shaking the phone. Everytime the player completes a game, it adds a bottle to their ‘SHAKE SCORE’, a high score to get into the finale, the ‘MER SHAKE FESTIVAL’.
Through the game, consumers are able to find their friends or random users in battle to see who is able to fill up a bottle of MER first by shaking their phones. The player who wins gets a digital coupon of a free bottle of MER, the other player wins a digital discount coupon, both redeemable over at any good Pressbyrån or 7-11 stores. This competition also contribute to the player’s ‘SHAKE SCORE’. HOWEVER, this battle can only be initiated once every 24 hours. But players are able to accept challenges from other players. To further promote the app, winners are entitled to an extra battle when they share their victory on Facebook.
FIND A MER ‘SHAKE ME’ MACHINE
Through geolocation and tracking, consumers can find out where the MER ‘SHAKE ME’ interactive vending machines are and track them down!
To close off the campaign, 200 of the users with the highest ‘SHAKE SCORE’ will be invited to a MER ‘SHAKE FESTIVAL’ party². It will be a party with trending artists and games, and also where the final competition is who can SHAKE the most! The winner receives a prestigious title, ‘NATIONAL MER-STER SHAKER’, and receives a truck worth of MER to shake and share with their friends.
The MER ‘SHAKE MOVEMENT’ campaign is an opportunity to raise awareness, change the brand perception and connect and engage with the target. Resulting in increased brand relevance and having MER in our target’s top-of-mind.
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Proposal for brand pairing between MER and Durex.
MER flavored condoms to be packaged on MER bottles for limited promotional campaigns.
This is a reaction to the high teen birth rate and extreme use of 'post contraceptive measures' currently being employed.
This video is the result of a three day creative hack with Coca Cola and Hyper Island. The brief we've worked on is from the Swedish soft drink brand MER.
We are group 8:
Nora Kanutte, firstname.lastname@example.org
Oscar Pettersson, email@example.com
Alexander Stangel, firstname.lastname@example.org
Anton Strömberg, email@example.com
To create a “cool” and innovative digital concept that will:
- Reconnect MER with their main target group
- Increase brand relevance
- And boost sales frequency.
A viral crowd campaign with the purpose of:
- Relaunching MER as a spreader of love
- Strengthening MER:s position on the market
- Making MER top of mind among young digital natives
HOW IT WORKS
The MER bottles will be equipped with a sticker with the message “Krama mig!” (Hug me!) and a simple call to action: spread some love!
The customer will be asked to:
- Hug a friend
- Hug a stranger
- Hug as many people as possible
- Or to just come up with the craziest hug imaginable
- And to record their hugs on Instagram, Vine and YouTube and share it with their friends.
#kramamer is a call to action with a simple message: