OUR ADDICTIVE TREASURE HUNT LED PLAYERS TO TINE DRINKS – AND LEFT THEM THIRSTY FOR MORE

‘Un-thirsty’ turned our target’s mobile fixation into a hunt for hidden treasures, with virtual bottles placed all over the country. Consumers could pick up bottles by going to their virtual location and earn points.

Players would be rewarded with giveaways, badges and bottles of the promoted products – to be picked up at Narvesen.

The flow of the campaign was key to success:

• The first time a participant logged in he would find some virtual bottles very close by.

• Each new participant would quickly earn a reward – with most people rewarded on the first day playing.

• Point increased during the campaign so that everyone felt they could win the grand prize.

We launched the game with highly targeted OOH in urban areas as well as demographically targeted mobile ads on Facebook and in popular mobile games.

WE KEPT NORWAY ‘UN-THIRSTY’ ALL SUMMER LONG AND DROVE SHARE UP TO RECORD LEVELS

Each player found an average of 100 bottles and in total we engaged more than 20,000 consumers.

Most importantly, however, our target simply couldn’t get enough of TINE’s brands. And most of the time they went to Narvesen to buy them.

Sales value for the participating brands grew 11.1% year on year in most outlets but in Narvesen, they grew a massive 24.1%.

Market share hit a record 17.5% in August.

Sales also stayed high after the campaign up +20.2% in Narvesen with no other activity.