TitleThe Belt 24/7
BriefThe Belt 24/7, a reality slow TV show featuring conveyer belt. The show ran around the clock, uncut, unedited and unscripted on Facebook Live and on Finnish national TV to promote the new 24/7 opening hours of a hypermarket chain called Prisma. The Belt 24/7 was one of the most talked about events in Finland during summer 2017. One out of five Finns (1 Million) watched the live stream. We created entertaining and engaging content of single conveyer belt in Prisma hypermarket with extremely effective media strategy and showcasing only groceries.**Background**Prisma (the largest hypermarket chain in Finland) was in the process of changing its opening hours from 7-23 to 24/7 in selected stores. Prisma is the only hypermarket in Finland with this long opening hours, giving Prisma competitive advantage over other similar stores and chains. The objective of this campaign was to communicate the change in the opening hours utilising an engaging and surprising mechanism. This was executed before the Finnish summer vacation season, which traditionally is full of grocery advertising. The Finnish summer vacation season starts with Midsummer, which is one of the biggest spikes for grocery sales. To cut through the clutter we needed to rethink how retail brands communicate to consumers.The goal of the campaign was to make sure that everyone in Finland knew the extended opening hours and by that gain more footfall and increase sales in short and long term.**Creative idea**The creative idea of the campaign was to create a live reality slow TV show. The idea was to film a conveyer belt of Prisma, nonstop, around the clock to literally demonstrate that Prisma is open 24/7. In short: We live-streamed groceries.The creative idea toyed around with voyeurism and the Finns need to get their 15 minutes of fame. These two combined with a possibility to comment real time on Facebook, and the strategic move to launch the content as a TV show on Facebook and the Finnish TV, were the main ingredients of extremely successful campaign.Introducing: The Belt 24/7. A live reality slow TV show that follows the events on a conveyer belt at a Prisma checkout - around the clock.**Strategy**Finns crave slow lifestyle. In the summertime they escape the hectic cities to their countryside cabins. When hypermarket Prisma wanted to announce their 24/7 opening hours on the brink of summer, we decided to do it the slow way.The most important strategic solution was to launch The Belt 24/7 as a TV show instead of just Facebook Live content. This way we managed to lure in the newspapers with hard to believe TV show concept and used their need to publish clickbate news in our advance. We gained the interest of all Finnish media outlets and got covered in all the major publications in Finland.We also publicly told that there will be no editing, no scripting and trusted that voyeurism and Finns hunger for the 15 minutes of fame would play on our advance in terms of interesting content. And we were not wrong.**Execution**The campaign promotion started with a PR launch a week before The Belt 24/7 was aired. Prisma and Sub (Finnish TV channel) released PR letter about a new live reality slow TV show that will film single conveyer belt around the clock directed by the cashiers. Media bought the idea of The Belt 24/7 as genuine Slow TV-show which lead us gaining media coverage in all major publications and reaching Finns with earned media. To build credibility for The Belt 24/7 as a TV-show we created classic TV-show trailers and aired them during the week show went live.The Belt 24/7 was aired on Prisma's Facebook feed. Facebook Live video of a single conveyer belt, unedited, unscripted aired live around the clock. The final 3hours of the live stream was aired live on the National TV at midnight.The total budget including media, planning, materials, and production was only 45000€.**Outcome**- Sales went up +65% in short term and +12% in long term.- Value of earned media was 1,26 Million €- Campaign was featured by all major Finnish news outlets before and after the campaign- The Belt 24/7 was the most watched linear TV show during the summer 2017- Ministery of foreign affairs wanted to do a second episode of The Belt 24/7 and air it on Finland's official Facebook channel- One in five Finns (1 Million) watched the Belt 24/7 reality slow TV.- We reached over half of Finns with the campaign (3,5 Million).- over 30 000 comments of other peoples groceries in live feed.- Total budget only 45 000 €- Campaign sparked two academic thesis about media consumption- The Belt 247 was awarded with Bronze Lion in Cannes for Use of Branded Content in Digital/Social Media
Campaign The Belt 24/7
Advertiser S Group
Brand Prisma

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PostedNovember 2018
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Client . G...p, He....ki Subscribers Only
SVP, Channels A..e Sas.......onen Subscribers Only
Manager, Own Digital Media and Social Media A..i Vana........tröm Subscribers Only
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