Atlantsolía
Annoyingly affordable!
About the project
Atlantsolía is by far the smallest among the gas station chains in Iceland, with only 10 employees, the worst locations and the least infrastructure. How do we get customers to select Atlantsolía when it has the smallest budget to spend and it's an additional hassle for drivers to get to their stations.
The decision was made to use the radio as the primary medium for advertising and emphasize fun and memorable content that would be continually produced throughout the year, instead of creating a big campaign and run it for +/- 18 months like usual.
With prominent comedian Saga Garðars to lead the way, Atlantsolía has caught the ears of Icelanders with catchy songs and humor. The advertising campaign has won many awards, including for radio commercials, email marketing, digital ads and being the most successful advertising campaign. We even released an album on Spotify Reif í dæluna (Pump Up the Rave) that reached a gold certification!
Goal
Atlantsolía only spends about 10% of the total marketing budget of the major gas station chains in Iceland. The goal was to let that be enough to stay competitive when it comes to brand awareness.
Idea
To create a slightly annoying, yet self-aware, campaign that gets stuck in people's heads and calls for a strong reaction, good or bad. All publicity is good publicity, which works well in public relations. Since we couldn't afford to have an overwhelming presence on the airwaves, it's better to let each message be louder and more memorable than the rest. Radio is our primary medium, with other media serving as support.
Conclusion
A gold-certified album with unforgettable songs that you hate to love.
Beginning
It all started when the ever-popular song Baby Shark was brought to our ears.
The reaction came in strong
Email marketing
Everybody that complained about the song online got a singing card that sounded something like this:
Pump Up the Rave
After the first "hit song" by Atlantsolía, it was decided to release more songs. The result was a whole album of annoying earworms – to the delight of all Icelanders.
Another banger
Pump Up the Rave acquired a gold-certification because of incessant plays on Spotify and the song Out of Gas was a mainstay on Iceland's top lists for a few weeks. Today the song has gathered over 95,000 plays on Spotify alone (in a country of less than 400,000 people).
Negative comments
With all the attention that the catchy songs of Atlantsolía got, it was decided to embark on a new campaign based on the negative comments that the previous campaign got.
We are far from done!
The campaign continues on and below is a song made in collaboration with two-time Eurovision performer Sigga Beinteins.
Next project
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