A professional project with a solid strategy and exciting implementation
The jury says: “This year’s bronze winner stands out with international appeal and the ability to create great engagement in the target group, through a creative approach to content production. A professional project with a solid strategy and exciting implementation.”
Distributed in 140 countries
The innovative Norwegian company Aker BioMarine made a heavy and focused investment in the winter of 2020 in live production of its own content. The series consists of four legendary dog sled races that take place on several continents.
The dog sled races were covered minute by minute and relayed to a global audience through a long list of TV stations and social media. In total, more than 9 million viewers have followed the broadcasts and documentaries produced. The content has been distributed in more than 140 different countries.
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Ice Cowboys (EN)
140 countries
Over 9 million viewers
Over USD 10 million in estimated value
+68% sales growth in 2020, Qrill Pet
The Red Bull strategy
Aker BioMarine’s core product is krill, which is caught in Antarctica and delivered to manufacturers of dog food. To build greater awareness of the product, they have adopted a strategy reminiscent of Red Bull’s well-known methodology. The strategy starts by first creating content, and then, through the content, building a brand for the product. The four live-broadcast races were Beargrease(Minnesota),Femundløpet (Norway), Volga Quest (Russia) and Iditarod(Alaska).
A campaign across the world
“When our customers put the krill logo on their packaging, consumers should be willing to pay for it,” said Matts Johansen, CEO of Aker Biomarine, to Kampanje when the campaign was launched. The sporty CEO has first-hand knowledge of the sport himself, as a participant in, among others, the Norwegian race Mush Synnfjell.
Project manager at Qrill PAWS, Nils Marius Ottestad, says that Maverix outcompeted the other agencies by challenging the company in a unique way. The team quickly threw itself into both the sport and the environment to organise the productions before the races began right around New Year.
Iditarod: The Superbowl of mushing
It all culminated with The Superbowl of dog mushing, Iditarod in Alaska, ending up as the world’s last ongoing sports event. Everything else was cancelled because of the pandemic. One by one the small villages along the trail shut down, but the dog sleds kept going. The Norwegian Thomas Wærner was first across the finish line in Nome.
In addition to four live-broadcast races that together ran over 22 days, Maverix produced large amounts of social media content, as well as four documentaries that were broadcast by a long list of TV stations, including American CBS Sports.
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Caser
Frie Tøyler (EN)
Design
New digital platform for Festspillene i Bergen
Results for AKER BIOMARINE
1. Bronze at ANFO Effekt 2021
Aker BioMarine and Maverix won bronze at ANFO Effekt 2021 for QPAWS.
2. Estimated value = USD 10 million
The estimated value of the coverage and publication is over USD 10 million. Highlights, live footage and documentaries about this content have been shown in more than 140 different countries. Among the media houses are Fox, NBC, ABC, BBC, Rakuten TV, Discovery, Amazon, NRK, TV 2, SMG, Nent, Hayu and Eurosport, to name some of the big media players that have published the content from Aker BioMarine.
3. From +15% to +68% sales growth
Sales figures from Aker Biomarine. Progressive growth, sales in all markets, Qrill Pet:
2019: +15%.
2020: +68%.
4. “A high level show”
The feedback from CBS, one of the biggest media houses in the USA, was unusually solid: “This show came together VERY nicely. The final polish from the rough cut I saw previously was extremely professional, gives us a lot of trust in this team to put together a high-level show,” Julie Keryc, coordinating producer of outside packages for CBS.
5. Eight international awards
We produced a documentary series titled Ice Cowboys, which has been broadcast in a number of countries and achieved a full 9.2 score on IMDb. We also completed The Lance Mackey Story, a two-hour documentary that has won no fewer than eight international awards. Director Finn-Erik Rognan has also been honoured specifically for the direction of the documentary. That something that is basically content marketing for dog food wins such high-ranking awards is completely unique.
6. Enormous exposure
Aker BioMarine was itself very satisfied with the delivery. The client says about the project: “The PR and branding effect: An enormous exposure that no other specialty ingredient in this industry has come close to.”
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Caser
Wild Life – The Lance Mackey Story (EN)
Questions and answers about the Anfo Effekt bronze
What did Aker BioMarine win at Anfo Effekt?
What was the content?
What is the Red Bull strategy?
What results did the campaign give?
How does this relate to Maverix’s TV productions?
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