Allow us to introduce ourselves. We're Robert/Boisen & Like-Minded - an independent advertising agency located in the heart of Copenhagen, Denmark. We've grown from a small to a medium sized agency due to our reputation as tireless pioneers of creative advertising in Denmark and abroad. We cook our creativity based on a 3-step recipe:
Challenge
The Carlsberg Somersby Cider is closely associated to everything ‘summer’.
But the Danish winter is long and cold – with 2009/2010 being the longest in 14 years!
Idea
We kick-started summer and changed to daylight saving time on March 21st instead of the 28th giving the Danes one extra week of summer by creating a national campaign rally lead from a live campaign office in downtown Copenhagen.
Results
Total communication awareness rose 40% during the campaign period, and total brand awareness rose 10% and reached an impressive total of 99%. Recent trial rose 30% while brand loyalty rose 50%.
A big misconception among some marketers is that creativity and Return of marketing Investment are two conflicting elements. While we can’t speak on behalf of all agencies, Robert/Boisen’s main focus has always been how we solve our clients challenges most effectively. In order to do so we use innovation and creative thinking because it’s a well proven truth that smart thinking brands reach their marketing goals faster and make their budgets seem bigger. Creativity is a shortcut to effectiveness. It’s as simple as that.
This year at the annual Danish Advertising Effectiveness Awards our agency once more demonstrated this point. With three nominated case-stories, and being awarded the overall Grand Prix and one gold, Robert/Boisen became Agency of the year. So in 2009 we have now become both Agency of the year at the Creative Circle Awards and the AEA Awards.
One of our mantras at the agency is that ‘Creativity is a shortcut to effectiveness’. In order to walk the walk and prove it’s not just the usual hot advertising air, we submitted three cases at this year’s Advertising Effectiveness Award. All three cases were nominated and are now part of the running to become one of the 10 most efficient campaigns in Denmark this year.
The cases are:
Interflora: ‘Remember what a good insight can do’
Spies: ‘From three brands to one. Without losing market share’
Carlsberg: ‘Somersby. Denmark’s fastest growing fanclub’
We’re quite proud these days, not least on behalf of our client Carlsberg, as Somersby not only kick started the entire cider category in Denmark in Spring 2008, but was also just awarded Product Launch of the Year 2008 by The Nielsen Company.
And as they say it themselves (Nielsen that is), the award goes to the product launch that has not only been a great success in the market, but also been the driving force for expanding the actual category. Which is really what Somersby has done. Just look at the graph. Just look at it.
Figure 1 illustrates the total cider market in Denmark in blue, while Somersby’s market share is in green, showing how Somersby is driving the total market.
Congratulations to Carlsberg.
We promise to keep up the good work.
After the successful launch of Somersby Apple, and igniting the entire cider market in Denmark, time has come for Carlsberg to expand their cider range. Or doubling it…
So in March 2009 we launched the new refreshing – served over ice - Somersby Pear, with Lord Somersby still going strong… This time with special features of Chuck Berry, Jean D’Arc and a gang of Norwegian skiers. Or at least that’s what I heard…
