Coop is a Swedish supermarket chain and for the third consecutive year, Coop was the main sponsor of “Melodifestivalen” (the Swedish annual try-outs for the Eurovision Song Contest). As a main sponsor of one of Sweden’s most high-profile events, Coop wished to make the most of their investment pending the 2014 event.
In cooperation with Coop’s advertising agency, the main idea was to integrate conventional ads and message with on-site activation and on-line campaign and activities in order to reach both members and would-be members and customers.
A combination of on-line challenges and on-site activation aimed at creating the feeling of participating in the event; a number of celebrities were active bloggers and created considerable buzz around Coop and “Melodifestivalen”.
In-store and social media statistics rose dramatically from the previous year. On-site research clearly proved that visitors had a genuinely positive perception of Coop and the activation/interaction at the event venue. Coop was top-of mind in the qualitative survey, in comparison with 2013 and the modest 7th placing.