Aller Media AS
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Tel: +47 21 30 10 00
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Aller Media showed off the gold rack
- With Aller Best, we are raising the level of marketing in Norway," says Asbjørn Halvorsen.
Yesterday, we started the morning with customers and partners at an inspiring breakfast seminar in the fireplace room at Hasle. The attendees got a brief introduction to Aller Best, and an insight into four of our very best campaigns in 2022.
Aller Best is a case competition that awards the year's best campaigns run in the Aller Media universe. The competition, which was launched in 2016, has grown both in scope and recognition.
- Aller Best is our gold line! We are passionate about creating good advertising that makes a difference for the customer," says Asbjørn Halvorsen, Head of Content Marketing.
"It was very interesting to get to know the potential of Aller Media's channels. These are creative, exciting and emotional solutions that lead to sales. The advantage of Aller is that it is playful and down-to-earth." - Tommy Majdek, Media Manager at Rema 1000 Norway
Each quarter, a winner is chosen to advance to the final. In addition, the jury selects a few extra cases that have stood out. The jury that ultimately selects the winner consists of internal members from Aller Media, where the jury leader is Commercial Director Chris Tallerås Steen, and three external members. This year, the three are Hanne Jegleim, Business Director at MediaCom, Tale Gjøvik, Business Director at Starcom and Bjørn Devold Eidsvig, Strategic Advisor at OMD.
Here is a brief summary of the four cases, and the winner of this year's Aller Best can be found at the bottom of the article:
Change Lingerie
Anniken Elvik, Strategic Account Manager, presented the case.
With the negative trend after covid, Change Lingerie wanted to increase sales to the online store and strengthen the Change brand's position in the market, also within swimwear. Change needs to reach as many women as possible, and they need a communication solution that creates high credibility.
Solution:
Aller Media is the best for women. In addition, KK and Change Lingerie have similar values where they take women seriously. We solved the challenge with a test pilot where we got KK's readers to voluntarily undress, find the optimal swimwear, test it, be styled, interviewed, photographed and shown to the whole of Norway. It says something about the relationship of trust between KK and their readers.
Results:
Traffic to the website increased by 60 percent and revenue increased by 175 percent.
Mens Club
Robert Grosvold, Product Manager for advertiser-funded production, and Sindre Hellkås, Strategic Group Account Manager, presented the case.
Coop Prix wanted to put menstruation on the agenda and break down the taboos surrounding menstruation. Even though menstruation is part of being a woman, 60 percent of women aged 15-36 feel that they have to "pull themselves together".
Solution:
We used Aller's entire toolbox with everything from display, sponsorship on Røde Løper, SoMe, content with Iselin Guttormsen and the use of influencers who wore bold "mens" dresses at the Elle Gala. In addition, they received editorial mentions.
Results:
The campaign increased awareness among the target group by 67 percent and 75 percent linked Coop Prix to Mens Club.
Specsavers
Anniken Elvik, Strategic Account Manager, presented the case.
Specsavers wanted to focus on eye health and highlight the importance of an eye test. The campaign goes beyond the commercial. It's about our eyesight, something that affects us all. Vision is one of our most important senses and affects our quality of life.
Solution:
To communicate this important topic, we chose a channel that is personal, intimate, credible and cuts through the noise. Therefore, the podcast "Anne-Kat. om 90-talet" was a strong match with Specsavers and a choice that reflects credibility. Anne-Kat. as a profile also reflects the values of Specsavers. She is open about her eye disease, has a personal interest and experience in eye health - just like Specsavers.
Results:
Over 90 percent of those who listened to the podcast caught the ad, and 85 percent of listeners reflected the Specsavers target audience. Among other things, this led to increased market share and increased demand for eye exams.
Q-dairy
Robert Grosvold, Product Manager for advertiser-financed production, and Alexander Vigebo, Strategic Group Account Manager, presented the winner of Aller Best 2022.
With a limited budget, Q Fersk sjokolademelk wanted to reinforce its position as Norway's best chocolate milk. Q-meieriene wanted to reach a target group that, according to surveys, perceives advertising as distracting. In addition, Tine had almost the entire market share of flavored milk, which made the challenge almost impossible.
Solution:
The choice fell easily on Non Stop, where they ran pre-roll, sponsor vignette, product placement, display and editorial column. They are also best in class on Tik Tok.
Results:
This gave Q-ule results such as a 117 percent increase in association with chocolate milk, and not least an 18 percent increase in sales of Norway's best chocolate milk during the campaign period.
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