An insight driven communication concept
Time is in short supply for modern Danish families who struggle to balance work, family and friends. As a consequence, they are increasingly willing to buy solutions that help them save time in their hectic lives.
This is exactly what nemlig.com provides – time – by offering a convenient way of buying groceries. A recent study shows that online grocery shopping can save consumers up to 3 hours each week, meaning; more time to yourself, more time with the family, with friends or for hobbies and pastimes you might enjoy more than the daily trip to your supermarket. In essence, more time for all the valuable things.
These insights combined helped Sunrise form the basis of nemlig.com’s new holistic 360-degree campaign, which is articulated through the communication concept: “Mere tid til livet”.
“We have successfully established nemlig.com’s position as the retailer that delivers groceries to your doorstep, however, in order to attract new customers while increasing customer loyalty and retention, we needed a new, strong concept highlighting some of the emotional advantages associated with having time to the meaningful things in life. We are very satisfied with the result and have received overwhelmingly positive feedback both internally and externally.”
Mikkel Pilemand, Commercial Director at nemlig.com
In order to reach the target audience and convey the message in an authentic, reliable and relatable way, nemlig.com and Sunrise decided to use selected influencers. Silas Holst, Le Gammeltoft and Ditte Julie Jensen constituted the ideal ambassadors for nemlig.com. They all endorse the brand and add their personal perspectives on a hectic life with career and children and how important it is to find time for the things that truly matter.
Creative Director at Sunrise, Janus Jauch, explains: “The idea was to create a campaign that Danes could relate to. We wanted to tell the influencers’ personal stories while benefitting from their reach and celebrity directing attention to nemlig.com and the message. In this way the influencers worked as both ambassadors and media channels.”
The campaign is a 360-degree rollout driven by three nation-wide TV commercials and supported by digital exposure tailored to the target group’s online behaviour: film content for social media, banner marketing and unique, engaging content created by the three influencers. And more campaigns are coming, all supported by a strong digital presence.
A brave question – once again
Not many brands would dare to ask their customers what they think about their campaign in today’s social media landscape. However, that’s exactly what nemlig.com has a history of doing, and did once again when they launched the “Mere tid til livet” campaign. The feedback from customers has been overwhelmingly positive, both on nemlig.com’s own channels and those of the three influencers with comments such as
“An amazing advertisement with the right message – spend time on the things that truly matter”, “It is spot on. It is relevant, appealing and illustrates true everyday life” and “Great, inspirational commercial that manages to communicate a lot more than what you might think you could say in a limited time”. Read more comments here