CASE 2 - Launching a new attraction for the Liseberg family
Download powerpoint template for case
Introduction: Liseberg is a well-known amusement park located in Gothenburg, Sweden. It is one of Scandinavia's largest and most popular amusement parks and has entertained visitors for many years. Liseberg offers many attractions, including roller coasters, thrill rides, family rides, and entertainment shows, making it a popular destination for people of all ages. Next year, Liseberg will add a water park to its family of attractions.
This fictitious campaign will be launched in Spring 2024 (April May and June).
Media Budget: 4 MSEK, including production.
This challenge invites students to develop a creative media strategy to draw awareness to this new attraction.
Challenge Overview:
1) Find an Insight: Start by researching to uncover a critical insight about the target group's preferences, needs, or behaviours. What motivates them, and why would they want to experience a waterpark instead of staying home gaming or going to the movies?
2) Develop a Creative Media Solution: Based on the insight you've discovered, create a compelling and innovative media idea solution for one specific channel (e.g., Instagram, TikTok, radio, outdoor). Your solution should effectively communicate Liseberg’s value proposition to the audience. Consider factors such as content format, tone, and engagement strategies. Your idea should solve the problem that your audience have.
3) Expand the Creative Idea: Now, expand your creative concept to fit various other media channels. How can the same idea be adapted for outdoor billboards, display ads, social media (e.g., Facebook and Twitter), YouTube, and other relevant platforms? Ensure consistency in messaging while tailoring the approach to suit each channel's unique strengths.
Evaluation Criteria:
- Relevance of Insight: How well does the chosen insight resonate with the target audience and address their needs or desires?
- Creativity: Is the creative media solution innovative, engaging, and likely to capture the attention of the younger demographic?
- Integration Across Channels: How effectively is the creative idea translated across different media channels, maintaining consistency, and maximizing impact?
- Feasibility: Is the proposed strategy practical and feasible within Liseberg’s resources and brand guidelines?
- Effectiveness: Does the solution potentially generate interest and conversions among the target group?
Submission Guidelines:
- Prepare a comprehensive presentation using this ppt template outlining your insights, creative media solutions, and how you've adapted them across various channels, max 15 ppt pages.
- Provide visual mock-ups, sketches, or any relevant materials to illustrate your ideas.
- Consider the feasibility and potential impact of your proposal.
- You can submit your case in Swedish or English.
- Submit your case in PDF format to this email address before November 24 (we can not accept WeTransfer):
awards.sweden@omnicommediagroup.com
This challenge encourages students to think critically, creatively, and strategically about addressing a real-world business problem. It also provides an opportunity to demonstrate their ability to adapt a creative concept for different media channels, a valuable skill in today's marketing landscape.
All ideas submitted for the award are the exclusive property of Liseberg.
If you have any questions, feel free to contact us at awards.sweden@omnicommediagroup.com