Samlerhuset to the final of Aller Best 2018

Their Majesties King Harald and Queen Sonja are celebrating their golden wedding anniversary in 2018, and to mark the occasion Samlerhuset and Det Norske Myntverket wanted to give away a free golden wedding medal to the Norwegian people. The medal is a limited edition collector's item and is plated in 24 carat gold.

Narrow target group

The target group for the golden wedding medal is relatively narrow: collectors and people with an interest in the royal family. The goal was to achieve 10,000 orders for the medal through Aller Media's channels between June and October.

- "I thought this was a slightly challenging goal with a lot to strive for," says Tone Nordby, customer manager at Aller Media.

- But I really believed in it," she emphasizes.

It was already known that the average age of coin buyers is 45 years and above, and that Samlerhuset sells best during the summer period and between Christmas and New Year. It was therefore decided to advertise widely in print across the Aller universe, and to add TV, Google search and display, Facebook, affiliate networks, unaddressed advertising, DM and email to the marketing mix.

- "This was an exciting test to see whether or not the hypothesis that print ads work well in terms of impact was correct. We weren't talking about branding here, just impact," says Nordby.

To support the print campaign, a digital run was also set up with content marketing articles, banners and boards.

Hit the bullseye with Se og Hør

Se og Hør received special focus as they already have extensive coverage of royalty, for example with their regular weekly column "Royal".

- Both Samlerhuset and I assumed that Se og Hør would work well," says Nordby.

A total of 6,850 orders were placed via Aller Media's advertising. More than half of these orders were placed by phone, which shows how important it was to have a phone number in the advertising - not just an online landing page.

Nevertheless, some challenges arose along the way. Through dialog with the Royal Palace, it became clear that it would not be possible to use images of the royal family in the material. This resulted in limitations for the content marketing articles, and in the end fewer articles were produced than originally planned.

- "We wanted to write articles about the royal family, the engagement, the wedding and the history, but when it became clear that we weren't allowed to use pictures of the royal couple, it limited the scope a little," says Nordby.

Nevertheless, the response exceeded all expectations. Se og Hør worked well, as expected, and another positive surprise was the excellent response to the Rolf Hansen Crossword puzzle.

- "We haven't advertised in this way in Rolf Hansen Kryssord before, so it was new. But we thought the target group was right," says Nordby.

- In addition, we believed that the ad will live on for a long time, as the magazine will remain on the table," she continues.

Satisfied with the collaboration

Samlerhuset is very pleased with the collaboration.

- "Working with Aller Media has been incredibly educational," says Janne Hystad, project manager at Samlerhuset.

- "Aller Media has always had effective schedules and meetings, which has made it easy to meet deadlines for when various materials, be they print ads, inserts or RON formats, had to be ready," says Hystad.

- "It's great to see that the assumption that Se og Hør-print was the channel that gave us the best response," she continues.

Hans-Petter Hongset, Marketing Director at Samlerhuset, also thinks the collaboration has worked well.

- The collaboration with Aller Media was a new and exciting experience for us," he says.

- "The campaign seemed to be tailor-made for large parts of Aller Media's portfolio, and the right content in the right context never stops working," Hongset emphasizes.

- "Good follow-up, openness and understanding of key figures made the collaboration smooth - not bad for someone meeting for the first time," he concludes.