Since, in many ways, the Bottle is the media, we needed to think differently of how we would use it and how traditional media would be used strategically. We know that the target group is digital so that needed to reflect our use of the bottle. Social media has been the voice of the campaign. (facebook and twitter). But we needed more varied attention.

Since we had a great story, we made a collaboration with the biggest media house in Norway that could guarantee us 94% reach in the target group during the week in all their channels. To be effective with the budget we use targeted behavioral systems to be sure that we were aiming at the target group with our ads. We also got our own web-tv programs which tells the story about the bottle, from the idea, building and to the launch in Tenerife. We have been using display. mobile, web, print etc. The collaboration has more than tripled our media investment.

So far, Facebook fans are up 367%, Twitter 2286% and 150.000 people have visited solo.no, with 718.832 page views. There have been visits from more than 148 countries and over 2.000 cities around the world.

Solo has increased sales since launching Soon to be world famous and is now the market leader in category Orange soft drink ahead of Fanta.

Share of marked is up 1,1% of of the soft drink marked since the launch of the campaign. Target group ( 15-19) preference is now 63% - up from 59%.

(TNS Gallup)