A LOUD MINORITY BELIEVES IN BRAND EXPERIENCE & INTERACTIVE COMMUNICATION AS THE STRONGEST COMMUNICATION CHANNELS OF OUR TIME.

We help companies, brands, products, agencies and organisations to communicate in totally new ways, through live communication and digital interaction, with people from all over the world.

With live communication and by working cross-boundary we set a new business standard to the integrated approach.

We use every tool at our disposal to positively impact brand awareness, sales, ROI and the bottom line of our clients organizations.

Say hi!

MUMM CHAMPAGNE: Co-Lab with New Black

Client

Maison Mumm, Pernod Ricard Sweden

Project

”Mumm is the New Black”- Co-branding with New Black

Agency

A LOUD MINORITY, Apartment 5

Medium

Event, Webb, Social media, Design

Link

http://mummisthenewblack.com/

Brief

Mumm Cordon rouge is currently nr 2 in the on-trade market in Sweden. Although having a strong position in the on-trade market, the lack of being on the shelves at Systembolaget makes Mumm less known than in other markets and less known than the main competitors in Sweden.

Efforts have been made to communicate the traditions of Champagne through Mumm. However, The house has recently decided to make a drastic shift regarding the strategy of communication....
The new brand ambition is to become the most avant-garde champagne, to double volumes in 10 years and overtake the second global player.

Description

The main focus with the project was to raise awareness of Mumm outside the on-trade market.
In order to attract attention we needed to do something disruptive and unexpected for Mumm.
We also needed to find a target group and context where Mumm could be part.

A new brand ambition was to be ”the most avant garde champagne”, so we choose a brand as far away from traditional champagne and teamed up for a co-lab.

New Black has a strong fanbase who follow them carefully through social media and also attend their events. The co-lab allowed Mumm to be part of this context and be associated with a well known, respected brand.

New Black has through the co-lab with Mumm, one of the most venerable champagne houses, gained credibility and been able to give their fans a more exclusive experience at their events.

Mumm has been part of five events, hosted by New Black.
A limited edition champagne box for Systembolaget is also a result of the co-lab.
A digital campaign was executed during the project, through a specially designed website, Facebook and Instagram.

Result

The project progresses until July 2016.

Outcome so far:
Reach on Instagram: 400 000 contacts.
Online clippings: 500 000 contacts.

KSSS: ÅF OFFSHORE RACE

Client

KSSS (Royal Swedish Yacht Club)

Project

ÅF Offshore Race

Medium

Event

Link

http://www.ksss.se/AFOR/

Brief

Contribute to the development of the ÅF Offshore Race. Overall project -and production management of all on-shore activities and the ÅFOR Race Village.

Description

ÅF Offshore Race is one of the worlds biggest ocean races and has it´s starting point in the middle of Stockholm. The competing boats sail through the archipelago, past Sandhamn and out on the open seas around the island of Gotland.

A big event area is built up on Skeppsholmen, in the Stockholm city centre, with a temporary marina and service facilities for all the participating boats and sailors. The Race Village is buzzing of life with several restaurants and bars, live music from the main stage, a kids corner in cooperation with Sjöhistoriska Museet and sponsor activations through out the week. In addition to that two other sailing competitions were held:
ÅF Inshore Race, a smaller and shorter race for those who are not yet ready to head out on the open waters to round Gotland and the KSSS Business Cup, a combination of fast racing, inspiring seminars/workshops and networking for KSSS partners and sponsors.

Together with KSSS and an extensive production team we made the ÅFOR Offshore Race 2014 and The Race Village come to life at Skeppsholmen.

Result

Approx 160 000 visitors in the Race Village during the event. 300 competing boats with 2000 participating sailors.

JEEP: SAIL & DRIVE

Client

Jeep

Project

Sail & Drive

Medium

Eventmarketing activation

Brief

Find and engage new leads/customers.

Description

During the summer vacation in Sweden many families and couples choose to go sailing in Bohuslän which is the home of a beautiful archipelago with thousands of big and small islands.

The saling families are mid- to high income takers and outdoorsy and active people – a perfect match for Jeep.
The small villages in Bohuslän are a sight for sore eyes on a sunny summer day, but turns into boring days of hurdling up in the boat when the weather isn´t on your side.
How nice would it be to have a Jeep to drive off with on a little adventure?

Result

We had the maximum amount of testdrives each day of the activation and positive feedback about the car, getting Jeep the amount of new leads they wanted.

COCA-COLA: THE HAPPINESS MACHINE

Client

Coca-Cola

Project

The Happiness Machine

Agency

IUM

Medium

Viral / Web

Brief

To activate the concept #ReasonsToBelieve in a local format.

Creative Solution

We placed a Coca-Cola machine in a bus stop on a cold and dark afternoon in December. It was a magical Coke machine – one that creates summer and awakes emotion by suddenly lighting up the darkness offering a refreshing Coca-Cola.

A Swedish summer meadow was projected in the background when a Coca-Cola was taken out of the machine, the sound of birdsong was played, a sun lit up the street, heat lamps spread warmth and flowers grew out of the ground. At the same time we filmed reactions and how the joy spread without the participating peoples knowledge.

We were in charge of the idea and design, technical set up, script and film production while IUM managed the client contact.

Result

The video has up to this date reached +350 000 views on YouTube.

ZOUND INDUSTRIES: SWERGIE BERLIN

Client

Zound Industries

Project

Swergie Berlin

Medium

Event, webb, social media

Description

The objective were to create a concept for Swedish brands with a common interest in working cross boundaries and an interest in communicating in a totally new way to an opinion leading and hard to reach target audience. By using the interest in Fashion week, we created a buzz around the participating brands.

SWERGIE is a red carpet event that took place during fashion week in Berlin, Germany. A night full of Swedish design, fashion, technology, innovation and music.
Swergie combines unexpected performances of well known musicians and personalities with an immersive audio-visual experience.

A place and concept for Swedish brands with a common interest in working cross boundaries and an interest in communicating in a totally new way to an opinion leading and hard to reach target audience.

At Swergie Berlin, Zound Industries, Absolut Vodka and Spotify collaborated to create an unforgetable experience with a big impact on international media.
More then 1500 celebrities, journalists, bloggers, fashionistas and partygoers came out during Berlin Fashion Week to see live sets by Icona Pop, Elliphant, Dj sets from The Hives and many more.
Elements of fashion and electronics were intertwined in each performance thanks to headphone sponsors Zound Industries.

The venue was divided i 4 different rooms and 4 different experiences that opened up one after the other after every room got filled up with guests.
In each room the guests experienced fashionshows and dance acts thanks to headphonesponsors Urbanears, Coloud headphones Marshall headphones and Molami.

#1. Livingroom, live pianomusic, stage for fashionshows.
#2 Beduin tent oriental feel.
#3 The club, large dancefloor, live stage, Dj, live sets and fashion shows.
#4 Spotify VIP room.

Collaboration with Fashion Networks, which secured coverage in the fashion blogsphere and that the word about Swergie were spread out to the world.
Websites, (swergie.com, zoundindustries.com)
Instagram feed: #SWERGIEBERLIN
Facebook group: SwergieBerlin

Result

1.600 people visting the actual event. Printing clips with more then 3.7 million contacts. Online clips 46 million contacts. Radio clips 323.000 contacts. Social media clips 129.000 contacts.

NIKE: RUN VIKING

Client

Nike Global

Agency

Wieden Kennedy (NL), Conscious Minds (US)

Medium

Event, webb, social media

Description

The objective were to inspire runners to run further, faster, with friends, and ultimately: #runfree.
To give the top runners in the running community an adventure of a lifetime. To encourage runners to go outside their routines.
To challenge the community to connect with, promote and support each other. with Nike.

As the final chapter of the global Nike running community #runfree campaign
A Loud Minority created an adventure of a lifetime shared live for the whole world to experience.

To encourage runners to go outside their routines we challenged the
running community to dream up their most epic runs.
Hundreds of dream runs were described and submitted from all over the world.

Kilometers ran through Nike+ counted as votes, and by dedicating them to your favorite dream run you could show your support. The run that received the most kilometers logged by the community would be brought to life.

The Iceland dream run came out on top with 16 781 kilometers logged.
We named the event: Run Viking.

So we went to Iceland with the dream run creator, the top 20 supporting consumers from the online #runfree activities, together with a number of Nike athletes and representatives.

During three days we performed 3 epic runs in the spectacular and dramatic fairytale world which is Iceland.
These mind-blowing running experiences were shared live (hour by hour) and generated more than 1,6 million impressions in social channels during that weekend alone.

The media mix were the actual event, websites (.com), social medias (Facebook, Instagram, Twitter)
Instagram campaign with descriptions of the experience of our participants with links to product specialization and webshop.
Social media manager and intelligence analyst on location for posting updates in the right moments. Instagram updates live about every 2-3h.
Facebook made life longer for selected images.
Selected images were later a part of Nike Running winter campaign on Nike.com.

Result

20 Nike-ambassaduers for life. The hashtag #runfree was used over 50.000 times. Hundreds of dream runs described and submitted around the world. 11.500 hashtags posted to promote the top 10 run submissions, 15.000 shares on Facebook. 250.000 Instagram likes, over 3,9 million impressions in social channels.

27 NAMES /

ACTIVISION BLIZZARD /

AEG /

ALFA ROMEO /

ALLER MEDIA /

BERGHS SCHOOL OF COMMUNICATION /

BJÖRN BORG /

CHEAP MONDAY /

CONSCIOUS MINDS /

FIAT GROUP /

GOOGLE /

H&M /

HAMMARBY FOTBOLL /

HANDELSBANKEN /

HERBALIFE /

IUM /

JEEP /

KARI TRAA /

KSSS /

LINDORFF /

LOUIS VUITTON /

MAGAZINE CAFÉ /

MALMÖ STAD /

MUMM /

NELLY.COM /

NIKE /

THE ABSOLUT COMPANY /

TWITTER /

VIAPLAY /

WEEKDAY /

XPERIENCEGROUP /

ZOUND INDUSTRIES /

Account & Strategic Director

gent.wahlstrom@aloudminority.com
+46 70 744 57 90

Gent Wahlström

Senior Project Manager

josefin.nilsson@aloudminority.com
+46 70 681 87 37

Josefin Nilsson

Senior Project Manager

linda.hultin@aloudminority.com
+46 73 376 67 98

Linda Hultin

Creative & Client Service Director

magnus.schmidt@aloudminority.com
+46 73 535 19 41

Mange Schmidt

Social media & Content director

nille.af.ekenstam@aloudminority.com
+46 70 308 67 89

Nille af Ekenstam

Sköldungagatan 6, loft & gallery, 114 27 Stockholm

Say hi!