CURLINGKASSEN

Coop

We offered a solution for worried parents to keep pampering, without annoying their kids. A shining new product was brought to life; The Curling Box, specially tailored to aid the many anxious parents of kids who have recently flown out of the nest. The box contained everything a young adult need to survive on their own (including condoms and rosé, of course).

TASK /

How do you stand out in the meal box market where everyone offers the exact same product? As the underdog of meal boxes, Coop.dk Mad had to come up with something extraordinary in order to beat their competitors.

INSIGHT /

Parents will always worry about their kids’ wellbeing, even after they have moved out. In order to show their eternal love, it isn’t uncommon that parents of today’s generation will even buy groceries for their adult offspring. But even though the kids might like to get stuff for free, it can easily become a bit too much.

IDEA /

We wanted to create a solution for parents worrying about if their kids were able to survive without them. Parents could, therefore, order a box of necessities at curlingkassen.dk and have it delivered directly to their kid’s front door. In return, the kids could show some gratitude by sending their parents a discount coupon for one of Coop’s normal meal boxes.

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CASE STUDY

CAMPAIGN FILM

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RESULTS /

EXPOSURE

More than 350.000 people were exposed to the campaign in a 7 minutes debate on the national radio P3 — twice.

Featured in the newspaper Berlingske and on their website.

1.250.00+ million views on social media.

More than 350.000 people were exposed to the campaign in a 7 minutes debate on the national radio P3 — twice.

Featured in the newspaper Berlingske and on their website.

1.250.00+ million views on social media.

EFFECT

Sales of meal boxes rose by a staggering 51% during the campaign.

More than 60.000+ people visited the campaign site.

3.000+ positive comments on social media.

25% more reach per spend €1 on average across all Coops brands.

Sales of meal boxes rose by a staggering 51% during the campaign.

More than 60.000+ people visited the campaign site.

3.000+ positive comments on social media.

25% more reach per spend €1 on average across all Coops brands.

CONTACT US THE
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Unknown ApS / Gothersgade 107, 1. Th. 
1123 Copenhagen, Denmark / CVR: DK37941980