The home delivery market in Sweden has seen a dramatic increase in the number of players. PostNord, previously the sole delivery company, now competes with multiple specialized providers, each with its own strong brand identity. Research revealed a decline in both customer preference and brand recognition for PostNord, prompting the need for strategic measures to regain relevance and appeal to a diverse range of home delivery shoppers.
In order to have a significant impact on a wide audience, we opted to sponsor one of Sweden’s most popular TV shows: Idol. Through this initiative, we were able to establish a meaningful link between our business promise and the central theme of dreams in Idol. Our aim was not only to reach the general consumer base but also to involve our employees by connecting the concept of dreams from Idol to PostNord’s business promise.
Singing duets is one of the recurring competition elements in Idol, and at the time of the campaign, the duet phenomenon was trending on TikTok. We used TikTok as a platform to promote our sponsorship by integrating the duet trend into our “PostNord Dream Duet,” featuring a song called “Packages” performed by artist Lisa Ajax to emphasize the idea that purchasing and receiving items at home can be the first step towards realizing a dream. Our aim was to motivate our target audience to duet the song, offering them a chance to win tickets to the Idol finale. This concept was then extended across various channels, including billboards, TV and digital screens, an innovative audition studio in a PostNord bus, and a dream scholarship for all employees.
Stats/figures (if there are any)
+ 19% stronger perception of the brand
+ 900 000 people reached weekly
+ 16, 2 million impressions on TikTok