Best Food Industry Rich Media Online Ad

Who really knows where things come from? Swedish Fish are definitely Swedish... -ish.
true[X] was tasked with coming up with an interactive version of the brand’s existing video campaign to drive VCR and awareness through engagement. What transpired was a quiz – we challenged users to guess whether what they were seeing (or hearing) was Swedish or “Swedish-ish.” Silly and at times educational, this quiz took on the humorous, light-hearted spirit of the brand and allowed our users to really have fun with
it.
In addition to interactivity, Swedish Fish wanted to offer viewers a better experience. true[X] worked with Mondelez and its agency Carat, to run engagement ads on true[X]’s premium on-demand television content partners like Fox Networks Group and Hulu. Viewers were given the choice to eliminate regular commercial breaks for the entire episode, in exchange for a 60 second Swedish Fish quiz.
Our engagement unit saw a predictably strong performance – users on average spent 1.8 minutes with the unit, with 11.9 average interactions. Placing the video spot upfront assured a 98% video completion rate. Ahh, the sweet, sweet taste of success...and Swedish Fish candy.

Contributors:

Sr. Creative Strategist at true[X]:	Aleksandra Savic
Sr. Art Director at true[X]:	Cara Albanese
Sales Lead at true[X]:	Andrew Dawson
Sr. Associate Marketing Manager at Mondelez:	Kristen Braun
Associate Director, Swedish Fish:	Kalshelia Lloyd
Senior Director, Gum Candy & Cough at Mondelez:	Katie Williams
VP, Director, Strategy and Innovation at Carat:	Sarah Stringe
Director, Communications Planning at Carat :	Ryan Persaud
Supervisor Digital at Carat:	Donald McLean
VP Creative Strategy at true[X]:	Alanna Strauss

TRUE[X] / FOX

Location: United States