The grey swan
The Challenge
Nycoplus has been a leader in supplements, vitamins, minerals, and omega-3 for years. The brand enjoys high trust and is preferred by both consumers and pharmacy staff, but has recently faced increased competition from other brands and private labels.
Nycoplus needed a clear strategy and positioning to defend a premium position and build a brand that means something more than just its ingredients.
Based on extensive insights work, we developed a new brand platform, communication strategy, and a fresh concept.
THE GREY SWAN
Good health isn't just about being the strongest or fastest. It's about being able to be yourself just a little bit longer.
We decided to prove that the body can accomplish amazing things when it gets exactly what it needs.
So we created a campaign featuring a retired ballet dancer who refuses to accept age limits. Because while the body is willing and the heart is eager, ballet dancers are forced to retire at 41.
Then we took it one step further.
We staged a unique performance at Oslo Concert Hall, with an ensemble of retired ballet dancers from some of Europe's biggest stages. A performance that showed the body can accomplish amazing things when it gets exactly what it needs. To a standing ovation, in a packed and sold-out main hall at Oslo Concert Hall.
[ Film ]
TVC
60 seconds
[ Print ]
Concert poster
[ Film ]
Online video
10 sec
[ Print ]
Print ads
D2 / Aftenposten
[ Film ]
Documentation of event
[ Slideshow ]
The event
Results
+60%
Ad Awareness
60 % above benchmark in Ad Awareness.
2x
Liking
2x above benchmark in liking.
+23%
Buying Intention
23% increase in buying intention among younger audiences.
1404
Tickets sold
We sold out Oslo Concert Hall, and 1404 people actually paid to see The Grey Swan.