Thius is a good case study to illustrate the role and work of TKM in a client-agency relationship.
Moller's
Peter Moller is one of Norway's strongest brands. Through 150 years of medicinal cod liver oil, omega-3 and other supplements have Möller's become a part of Norwegian life, from childhood to old age. In Sweden it is different. Here is Moller's relatively unknown. Through our customer Axellus we got the mission to launch Möller's omega-3 as a subscription directly in your mailbox in both Sweden and Finland. Since we have both the media and advertising assignment for Moller's, we had good conditions.
There are lots of omega-3 products on the market. All promises much the same and look similar. How do you enter such a market? Are you supposed to do as some competitors and be seen on television every day? Or should I try to be a little smarter? And what can I say? How will the package look like? What product should be hot by the way? We must be different to stand out but be humble because we are quite unknown and subscription sales have their own built-in strengths and weaknesses.
We began by renaming Möller's Omega-3 to Möller's Daily and developed a new design language for packaging and shipment related to the Norwegian heritage. Then we made a strategic effort for the communication. Is it just about keeping fit and healthy? How healthy you should be anyway? What can you do with all this health? It's so easy skinning briskly. Especially if you have a Norwegian brand ...
We concluded that the concept would be "Now it's your turn." Some "now enough is enough" solid packed in a nice way. By eating omega-3 with extra vitamins A, D and E, you get a comprehensive supplement that boosts the immune system, is good for skin, hair, keep your brain in shape and most importantly is good for the heart, blood vessels and joints. But all these properties can be a bit burdensome.
We separated to let the payoff be "Are you healthier." For that is what you want. To be healthy. But that should not say that. But the "healthier" is doing well. That one in the bargain becomes more alert and happier we will be a little low with.
Now it's your turn, dramatized in two commercials, became a main theme of the site and used as inspiration for the editorial content on the site to Aftonbladet. Selling subscriptions is something that happens daily and hourly. It never stops. Therefore, we have devoted much time and thought on the conversion. When it comes to e-commerce is the first step to get a visitor to the site. That's when it starts. If they just click around a bit and then disappears, it is not much of a success. We want them to order and everything that makes them not ordering need to be analyzed, scrutinized and adjusted.
Moller's is a client that we work with performance-based. That means we get paid more, the better it goes. It will be a very close cooperation where we act as an extension of marketing and sales department at Axellus. So what do you say? Are you ready to be more healthy? Order here!
