Cannes Lions

Stars of tomorrow

MOMENTUM WORLDWIDE, Gothenburg / SCA HYGIENE / 2017

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Overview

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Credits

Overview

Description

Few things engage people as much as football. Besides possibly children. Combining the two should be a watertight game strategy. In connection with the Libero limited edition football collection - with country-specific packs and diapers – small national team suits were designed so that parents could get them for their own little supporters. And of course then show off their very own football star in social media. In the film "Stars of Tomorrow" - a tribute to all the epic football films out there - Libero let the children be featured as the stars; just as they imagine they are when they play at home. In their own backyards they all are Zlatan, Messi and Ronaldo.

Execution

Libero’s limited edition football collection was launched in Sweden, Norway, Finland and Denmark in May 16th, three weeks before the kickoff of the UEFA Euro 2016. The instore campaign was supported by a massive investment in social media, featuring the film "Stars of Tomorrow". Famous bloggers, including Princess Madeleine of Sweden, got special designed boxes with the limited edition diapers and national team suits.

The hype around the image of Swedish Prince Nicolas in Libero football outfit was picked up by the media as well as shared a lot in social media. The entire campaign lasted between may and august 2016.

Outcome

Liberos best campaign ever!

Sales + 7 % from already high marketshares of 62%

Campaign awareness + 77 % All time high! Above norm in all touchpoints: instore, digital, social media and PR

Social media reach 450 000 followers/readers/likes

PR reach 1,7 millions

Total reach 2,2 millions

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