Comfort - to the final in Aller Best Q3

Groundbreaking pioneering work and great results

Since 1974, Comfort has been making Norwegians' clothes softer wash after wash. But pressure from competitors has resulted in a loss of market share and a decline in preference. When Orkla was about to launch a new product portfolio with Comfort, they needed to improve their position in the market, and with the help of media agency OMD, they set out a strategy that would prove to be groundbreaking innovation and very good results.

Creating engagement on a low-interest product like fabric softener is a feat in itself. But a strategic and innovative solution meant that the campaign objectives were achieved, resulting in increased value share and increased awareness of Comfort.

- "The numbers we've achieved are incredible, I can't say it enough. Caset scores on product value, and I never thought we would reach the target. But we did," says Christian Berg enthusiastically. He is responsible for strategic corporate customers at Aller Media.

A unique collaboration - the first time in history

What is extra special about this case is that Aller Media collaborated with its biggest competitor, Schibsted. Individually, they couldn't achieve the goal, but together they were dynamite! It was the media agency OMD, headed by strategic advisor Bjørn Devold Eidsvig, who pitched the idea of this unusual collaboration between the competitors.

- "Comfort came to us with a small budget, so we came up with a strategic plan that involved both media houses. We said that they simply had to work together," says Bjørn Devold Eidsvig.

He says that all the meetings were imbued with positivity, creativity, collaboration and a solution-oriented attitude. Aller Media and Schibsted even had their own idea meetings without the customer and agency present, which he is impressed with!

The media houses collaborated not only on spreading the message, but also on the production of material for publication and continuous testing throughout the year's campaigns. This helped to ensure that all parties were pulling in the same direction.

- "If I'm not mistaken, this is the very first time Aller Media and Schibsted have collaborated, so this is groundbreaking work," says Bjørn Devold Eidsvig.

Simen Cesar Kinserdal, Brand Manager at Orkla, is delighted with both the result and the collaboration.

- It's always inspiring and motivating to develop good communication with great players and individuals. But it's extra exciting that from early on in the process we choose to both think and actually move outside the proverbial box. The actual collaboration between the various players has at times felt like we're all working together, in the same place and for the same company," he says.

The future of content

Christian Berg gets extra excited when he talks about what media houses can actually achieve!

- Editor-driven media just need more money! They are the ones who know journalism and create valuable and useful content. The media houses know their readers and can create tailored content that really hits the mark. This is the content of the future," says Christian Berg.

He says that money for marketing often goes to international tech giants, partly because it's cheaper. But they don't have an editor to quality assure content.

- "This case shows that media companies can help create results. Both we and Schibsted got a lot out of this, and together we are delivering good results," he says in sounding Bergenian!