Summarising the past year with data-driven film
ICA, the largest food retailer in Sweden, is renowned for creative and long-running advertising campaigns. In 2022 they decided to explore the potential of personalised, data-driven video as a new tool for customer communication and engagement.
As part of their year-end summary for members of their loyalty club “Stammis”, ICA created a film featuring actor Björn Kjellman in his role as ICA-Stig. The film personalised the shopping habits and savings of each customer, using data directly from ICA’s CRM system.
Roughly two million unique films were sent out.
By employing this strategy, ICA provided a unique and engaging experience for their customers, while showcasing the potential of data-driven video as an attention-driver.
Campaign results
ICA conducted a survey among its members which received 22,000 responses. 85% of respondents had a favourable or very favourable view of the communication. Of those, three out of four gave the highest possible score.
Feedback ICA received in the surveys and on social media included:
I appreciated the personal address. I spend a lot of time and money shopping at ICA, so it’s nice that they also spend time and money on me.
Fun film that gives the sense of a personal greeting sent directly from ICA-Stig to me.
So Ica does it again, this stammis-film impresses me. My name, my stores, my products.
ICA Wrapped 2023
One year after the original film, ICA revisited the concept and released ICA Wrapped 2023, a new take on the original highlighting individual shoppers’ habits in 2023.
We are impressed by the results, the level of engagement and appreciation this campaign delivered among our stammisar, core customers. The team at Seen is really professional and great to collaborate with.
About ICA
ICA is one of the Nordic region's largest grocery retailers. The ICA group includes 1,954 wholly or merchant-owned stores and pharmacies.
