The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Food Industry Rich Media Online Ad
Who really knows where things come from? Swedish Fish are definitely Swedish... -ish.
true[X] was tasked with coming up with an interactive version of the brand’s existing video campaign to drive VCR and awareness through engagement. What transpired was a quiz – we challenged users to guess whether what they were seeing (or hearing) was Swedish or “Swedish-ish.” Silly and at times educational, this quiz took on the humorous, light-hearted spirit of the brand and allowed our users to really have fun with
it.
In addition to interactivity, Swedish Fish wanted to offer viewers a better experience. true[X] worked with Mondelez and its agency Carat, to run engagement ads on true[X]’s premium on-demand television content partners like Fox Networks Group and Hulu. Viewers were given the choice to eliminate regular commercial breaks for the entire episode, in exchange for a 60 second Swedish Fish quiz.
Our engagement unit saw a predictably strong performance – users on average spent 1.8 minutes with the unit, with 11.9 average interactions. Placing the video spot upfront assured a 98% video completion rate. Ahh, the sweet, sweet taste of success...and Swedish Fish candy.
Contributors:
| Sr. Creative Strategist at true[X]: | Aleksandra Savic |
| Sr. Art Director at true[X]: | Cara Albanese |
| Sales Lead at true[X]: | Andrew Dawson |
| Sr. Associate Marketing Manager at Mondelez: | Kristen Braun |
| Associate Director, Swedish Fish: | Kalshelia Lloyd |
| Senior Director, Gum Candy & Cough at Mondelez: | Katie Williams |
| VP, Director, Strategy and Innovation at Carat: | Sarah Stringe |
| Director, Communications Planning at Carat : | Ryan Persaud |
| Supervisor Digital at Carat: | Donald McLean |
| VP Creative Strategy at true[X]: | Alanna Strauss |
TRUE[X] / FOX
Location: United States