Goals and objectives
Extra’s overall business mission is to make grocery shopping Extra cheap for their customers. In that, Extra has several conceptual evidences as to why consumers should do their grocery shopping at their local Extra store. One of them is always an 11 % bonus on fruit and vegetables for all Coop Members.
The Battle of the Borough started when we were challenged by Extra and their media agency PHD on how we could increase brand consideration and preference in the segment fruit and vegetable shopping.
Mission:
Establish knowledge about Extra´s fruit and vegetable bonus and increase brand consideration and preference.
Campaign objectives:
Engage, entertain and increase preference to fruit and vegetables from Extra.
Campaign goals:
Engage Oslo’s citizens to get involved in the Battle of the Boroughs.
Simplify Extra’s sales statistics and present it in a creative way through easy to consume content.
Create innovative native advertising outtakes in local newspapers.
So how do you increase brand consideration and preference for vegetables locally in the city of Oslo?
We invited Oslo’s population to compete in the Battle of the Boroughs. Which borough will eat the most fruit and vegetables this summer and win the challenge?