Aller Media AS
Karvesvingen 1, 0576 Oslo
Tel: +47 21 30 10 00
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Org.nr. NO 910 119
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These are the seven finalists in Aller Best
On March 21, this year's Aller Best finale party will be held at Oslo Event Hub - these are the seven cases competing to win Aller Best 2023.
These are the seven Aller Best finalists:
- Omo Color with Kjell and Tore - Omo, Orkla and Lisbeth Langnes
- Safe on winter roads - BMW and Sindre Hellkås
- From intimate soap to anti-age - Dr Greve Pharma, Orkla and Lisbeth Langseth
- Pill palette - Norwegian Directorate of Health, Mindshare and Linn Berg Skjeseth
- Warner Bros Discovery hit the mark! Warner Bros Discovery, OMD and Robert Grosvold and Aleksander Hamm
- From summer to back-to-school with XXL, XXL, Re: Media, Try Opt and Alexander Hamm
- Q Fersk delivers - again! Q, PHD and Aleksander Vigebo
Q1 winner
Omo Color with Kjell and Tore - Omo, Orkla and Lisbeth Langnes
How would OMO communicate that they are the best at color preservation and that you actually save both electricity and money when washing clothes with OMO Color? Well, via Aller Media's sites that reach most women, families with children and, not least, younger consumers - the target groups OMO wanted to reach.
The goal of the campaign was nothing less than to get high advertising attention, increase top of mind for OMO, reinforce the following associations with OMO: "Wash at low temperature", and "color preservation", increase purchase probability and decrease max 50% of category drop-offs.
The solution was an OMO-created universe with Kjell and Tore that targeted women, families with children and younger consumers with high relevance. In addition, we created a contextual run where the ads were linked to articles about saving electricity.
Q2 winner
Safe on winter roads - BMW and Sindre Hellkås
In 2022, Norwegian roads claimed 116 lives - 38 more fatalities than the previous year. 6 out of 10 Norwegian drivers rarely or never feel unsafe on slippery roads. But since fatal accidents are on the rise, it can be assumed that many are driving with a false sense of security.
The goal of the campaign was first and foremost to raise awareness in Norway about safe driving on winter roads, but also to increase knowledge about BMW as a brand, and at the same time highlight BMW as a good and safe winter car.
The strategy was to use the news and timing to make the campaigns more relevant. A story about fresh snow when the first snow fell or a cottage story towards the weekend. Afterwards, they gathered all the stories in a full screen to bring them to life throughout the campaigns.
Q3 winner
From intimate soap to anti-age - Dr Greve Pharma, Orkla and Lisbeth Langseth
More and more women are starting to use pro-retinol and anti-ageing products at a younger age. As everyone knows, Dr. Greve is best known for intimate soap, not advanced anti-ageing with pro-retinol.
The challenge in this case was therefore to create awareness in a new category for the brand and to capture the attention of younger women who buy skincare in channels other than pharmacies.
The solution was a carefully selected race aimed at the target group, with sponsorship on Rød Løper in combination with OLV and display, in addition to print in KK.
Q4 winner
Pill palette - Norwegian Directorate of Health, Mindshare and Linn Berg Skjeseth
Approximately 60,000 Norwegians have persistent use of opioids. Figures from the prescription register show that around 1.2 million Norwegians filled at least one prescription for an addictive drug from a pharmacy in 2020.
The goals of this campaign were therefore to raise awareness and knowledge about drugs and the risk of addiction, as well as to spread knowledge about alternatives to drug-based pain management.
The solution was to use gripping storytelling through three unique articles, combined with a unique sponsorship race.
Wildcards
1. Warner Bros Discovery hit the mark! Warner Bros Discovery, OMD and Robert Grosvold and Aleksander Hamm
The reality series "Married at First Sight" was Warner Bros Discovery's biggest launch, and high viewing figures were expected.
Warner Bros Discovery already had a strong focus on the linear audience, but also wanted to capture a younger audience for the TV series.
- The solution was creative sponsorship and display on the Red Carpet. It was a success," says Robert Grosvold, product manager in ad-financed production at Aller Media.
2. From summer to back-to-school with XXL, XXL, Re: Media, Try Opt and Alexander Hamm
After a long period of good times in the sports industry, things have suddenly come to an abrupt halt. Inventories are large, and they are burning through a lot of products. The back-to-school category is important.
But competition is fierce, and preference and awareness of XXL in the category is low. Insights from XXL show that women buy the most equipment for children, and Aller had the right target group with both women and sports and equipment enthusiasts.
The solution was flexible sponsorship on NonStop and TV-Sporten, combined with pre-roll for Skolestart. It gave very good results!
The perception among women and families with children that XXL is the best in back-to-school gear increased 170% and purchase probability increased by 46%.
3. Q Fersk delivers - again! Q, PHD and Aleksander Vigebo
In the fall of 2023, Norwegians will be even more affected by the economic downturn than in 2022. Many are facing financial challenges, and the cost of food must be reduced.
But Q still wants a foothold with the people who care most - women. The bespoke, innovative and playful sponsorship smashed all targets, with purchase probability 5 times higher than in 2022. Q increased sales by 18%, selling a whopping 913,746 chocolate milks during the period.
