The movie about the Sloth was first launched in June 2021. Since then, the Sloth has been visible in many channels such as TV, online videos, social media and in stores with great success.
Coop Prix needed to clarify its position as the efficient neighborhood store. And since Coop Prix doesn't have the budget to shout the loudest, it needed an extremely simple message that would grab attention and stand out in a noisy category dominated by low prices.
Prior to the launch, Innsikteriet was contacted to test the idea of the Sloth. The advertising agency ANTI created material for testing the idea via digital focus groups. The insight work was to build an understanding of the target group’s experience of the Sloth via key issues related to:
- Immediate impressions. To what extent does the creative idea work?
- Key scenes. Identify and optimize key messages in the film idea?
- To what extent is it able to engage the target audience?
- Understanding. Establish an understanding of how the creative idea works. Are they on board with the idea of the Sloth as a facilitator of efficient and enjoyable commerce?
- Relevance: Is the idea relevant, captivating and motivating?
- Unique: Does it stand out in a very noisy market?
- How does the Sloth “makesense” in relation to Coop Prix’s desired position?
As always in this type of communication test, the work provided input on the idea itself and not least what can and should be clarified, adjusted and focused on for increased credibility and relevance. In continuation of this, a new version of The Sloth was released in June 2022. You can see this version here.