Energy-charged advertising concept for Skyr Aktiv

When Q-meieriene relaunched Skyr Aktiv, Aller delivered a concept with a completely new and unique communication unlike anything Skyr has ever done before. The campaign was well received by consumers and both Skyr Aktiv and Skyr as a brand were given a major boost through an advertising concept where Aller Media was responsible for everything from concept development, direction, production and distribution.

- Aller has demonstrably delivered what they do best, namely creating interesting content for their readers and reaching a broad target group with their distribution power. They have shown fantastic commitment from start to finish," says Senior Advisor at OMD, Elise Sandbu.

With a twinkle in its eye, Aller Concept Store developed videos that played on the topical social theme of "fast charging". Have you run out of energy? Time to recharge - with a Skyr Aktiv.

Hits the customer group well

- The goal was to quickly build awareness of Skyr Aktiv and get people to try the product. The communication should create positive associations and leave an impression of a product that is trendy, healthy, has convenient packaging, provides quick energy and is an easy snack on the go, "The campaign analysis that was done shows that we met all communication goals with an average of over 60%," says Jasmina Lie, Strategic Group Account Manager at Aller Media.

There are 1.75 million people in Norway who say they either prefer or can use Skyr. Aller sees 55 percent of these people on a weekly basis. Of the 287,000 people who say they bought Skyr as their last yogurt or snack, Aller reaches 62 percent.

- Very good cooperation

The concept, which was distributed on Aller's sites, the customer's own channels and social media, was based on recognizable everyday situations. And it caught on. Among those who remember seeing the ad, 65 percent report positive likes. Awareness of Skyr Aktiv increased by 16 percent and trial of Skyr Aktiv by 42 percent in the same group!

- "We have had a very good collaboration with Aller Media and Aller Concept Store," says Line Wack Edal, Product Manager at Q-dairies.

- We found that the team went to great lengths to familiarize themselves with the brand, its challenges and desired positioning, which was important to achieve a relevant and effective communication concept. The project was well organized and structured, and the team showed a high degree of flexibility throughout the concept development, production and post-production phases.