Every year Stimorol attends the biggest open air festival tour in Denmark to defend its position as market leader. In 2017 the activities spread to the Swedish market as well in a tough challenger position. In relation to these events, we were briefed to create an activation campaign to be executed in Q2 leading up to the festival season, and on-site activation at the festivals. The campaign should activate the global brand promise of ‘Say it with Stimorol’ and incorporate the new and flirtatious quotes on the Stimorol packs instore.
Stimorol is known as a bold brand with a daring and flirtatious tone of voice, and our response to the brief was a daring concept build on innovative technology and solid target group insights. The solution was a campaign that challenged and not at least to involve people to ‘dare to flirt’ at open air festival. The event idea was based on creative use of face recognition software for people to test their flirting skills.
The face recognition software was created as a unique solution for Stimorol, that recognized the visitors face expressions and responded with matching pre-produced videos of our two daring models. At the end of each unique flirting flow, the visitor got their flirting score and a matching sticker to communicate and share their flirtatious skills (and thereby the brand of Stimorol) to everyone else at the festival.
On the side we had a Tinder activation as the first of it kind for people to match with Stimorol and an on-going media strategy build on online videos to underline the concept. The campaign was a huge success with great interaction and a very high SOT with the consumer. Also an enormous amount of Stimorol samples were delivered to secure trial as a crucial KPI for Stimorol/Mondelez International.