Norwegians are well off economically and they buy stuff they don’t need all the time. They are obsessed with having the best gear for everything. Even if they will never go for that weekend in the mountain, they want to be prepared for it. This shows how emotionally attached they are to things they don’t actually need or use. Letgo was launched in Norway to mobilize the secondhand economy by providing a fast, easy and more innovative way to get rid of unused items.
In the campaign, we bring out humor from the extreme scenarios due to people’s unwillingness to letgo and show people there is an easy and convenient option to sell second hand goods. In the Fishing film, the humor comes from the fisherman’s unwillingness to let go of a huge red SMEG fridge sitting in the middle of their small boat between him and his friends. The sensible friend points out that they are sinking and suggests selling the fridge on letgo. Immediately after they post the ad, a Russian submarine emerges from the water. Letgo saves the day being the easy and quick solution to sell secondhand items.
The Fishing spot ran on national TV throughout the months of November, December and January 2017 with a high media investment (total of 7,716 placements) along with OOH and Radio spots. In only two months of airing we reached 69% of total awareness and became 2nd biggest classifieds brand in the market.