Strawberry wins Aller Best Q1

GLAMcation, MOMcation, DATEcation, FOODcation, PETcation, BROcation..... ANYcation! Yes, according to hotel chain Strawberry, there is always an occasion to check into a hotel.

There's no doubt - vacations make us happier! But did you know that the average Norwegian only goes on vacation 1.3 times a year? Yes, you guessed it - summer vacations are prioritized.

The holiday feeling doesn't just come after two weeks in the South. A little break from everyday life with a night or two in a hotel also gives you a real holiday feeling.

Strawberry therefore launched the ANYCATION concept, to awaken the desire in people to find more opportunities during the year to take a break from everyday life at one of their many hotels in the Nordics.

For the occasion(!), Strawberry gave away 100 hotel rooms in Norway and Sweden.

- 77% of the population is actually planning weekend trips with overnight stays in Norway in the future. It is particularly fortunate that Aller Media readers plan holidays to a much greater extent than the general population, and that there is a greater likelihood of purchase among our readers, says Martine Westvik, Group Account Manager at Aller Media.

She is the proud first quarter winner in the Aller Best case competition.

It was a success!

- The results speak for themselves: Our campaign page has registered almost 300,000 'bookings', and an ad recall of almost 70% shows the enormous impact the campaign has had, says Marianne Orderud at Strawberry.

- Working with Aller Media on our 'Anycation Hotell' campaign has been incredibly rewarding! We are impressed by the creative and ambitious approach the team showed, and how they truly embraced our vision for this exciting campaign. Their ability to develop a holistic and solid plan, which integrated both engaging content and effective converting materials, has been crucial to its success, she says.

What did we do?

Westvik says that through large, creative formats, targeted distribution and inspiring content, they created high levels of attention, as well as increased awareness and engagement around Strawberry and their new concept, ANYCATION.

- With inspiring content, large display formats and a clear CTA, we drove traffic to Strawberry's website, where readers participated in a competition to win a completely unique hotel stay and become a member of the customer club, she says.

The content article gave our readers a unique insight into one of the experiences that could be won in the competition, namely an entire floor at Hotel Christiania Teater, with 10 different hotel rooms, a private entrance and its own elevator that the winner could share with friends and family. In addition, readers were inspired by an insight into several other unique, but different "CATIONS" that could be won in the competition, such as GLAMcation, BIZcation and KIDcation.