In case you missed it, last week sweet cider Rekorderlig unveiled a new TV spot that saw two Swedish skaters perform a rather jaw-dropping routine across a vast expanse of ice.
The spot was choreographed by the guys who devised the routines in Will Ferrel and Jon Heder’s hilarious skating movie Blades of Glory. The behind-the-scenes crew also included the woman who made the wigs in Harry Potter.
We spoke to Dan Rutherford from Saatchi & Saatchi London and Nikki Langford, marketing manager at Chilli Marketing, the group that represents Rekorderlig in UK and AU.
How did the campaign idea come about? It’s a bizarre idea, but pretty interesting.
Rutherford: The challenge from the outset was to create a piece of communication designed to create cut through, intrigue and fame for the brand.
We wanted to break the category norms with this film and I think we’ve managed to capture the essence of our brand, “Beautifully Swedish” in a way that will surprise and delight the consumer – leaving them wanting to find out more. We wanted to leverage the ‘fame’ and the ‘bizarre’ in this film in order to drive awareness of our cider.
Specifically, who’s idea was the skating and concept?
Rutherford: The idea was created by the (ever so interesting and strange) mind of Adam Chiappe, creative director, Saatchi & Saatchi London.
As another Creative Director on the project my role was to help a very brave client along the creative journey. The whole project was a true testament towards the advertising planning and creative process – strong insights and research that lead to the most powerful of creative outputs.
How did Rekorderlig manage to get such high profile people involved in the campaign?
Rutherford: Rekorderlig seems to be one of those few brands where the all the planets align at the right time to create something unique and special. It’s happened to the brand right from the very start.
When we started to engage with production and creative partners everything seemed to fall into place, yet again. Andreas Nilsson was our number one and only choice for director and I think the project really resonated with him from the offset. The spirit of Rekorderlig and our brand essence “Beautifully Swedish” made him remember how special his homeland is, and how he could bring our idea to life in his own unique way.
Once the idea was formed, how did the team come up with the channels to push the campaign?
Langford: In order to directly target our demographic of contemporary 18-34 year olds, we opted for a pioneering strategy to launch our first fully social campaign.
The campaign encompasses a 60 second and a 30 second advert, as well as 12 additional short, high impact edits as part of a multi-layered social campaign.
These channels were chosen to deliver maximum reach and cut through, as we believe that our core audience is more likely to engage with the brand and our content in this space.
What are the overall objectives of the campaign?
Langford: At the forefront of innovation in the cider category, we wanted to deliver a breath-taking creative that would not only drive awareness but would live long in the memory and that consumers would come away from viewing, knowing that Rekorderlig truly is ‘Beautifully Swedish’.