Rekorderlig - Silver Skaters
Although Rekorderlig had enjoyed strong growth via word of mouth, social and experiential activity it was operating in an increasingly competitive market. Large established brands like Carling and Stella were diversifying into the fruit cider space and smaller brands such as Koppaberg were investing 4x that of Rekorderlig.
To boost international expansion ahead of the brand’s sale to Molson Coors, Rekorderlig needed to create a fame-driving, multi-channel asset that on low media investment would enable them to step-change their awareness and gain market share with their 18-34-year-old audience.
A “platform first” film featuring a pair of bearded Swedish figure skaters was the unconventional answer. Directed by Andreas Nilsson, the Swedish artist and award-winning director, ‘Silver Skaters’ featured our spectacularly talented ice skaters and their evangelical coach, as they created an ethereal routine that looked – and sounded – unlike any other, embodying all that is ‘Beautifully Swedish’.
A retargeting campaign ran across Instagram & Facebook – both highly popular with our audience – delivering multiple versions of our key creative to capture attention.
20.3m people were reached with 11.37m film views. 64% of the target audience was reached on Instagram and 80% of people went on to make a positive action – either buying Rekorderlig, searching for the brand, or telling their peers.
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