E.ON / SVENSK SIMIDROTT – SIMMA MED STJÄRNORNA

Kan en virtuell simtur hjälpa till att minska rädslan för vatten och samtidigt öka lusten att vilja lära sig simma?


Vart femte barn i Sverige är inte simkunnigt. I ett land fullt av sjöar och omgärdat av hav är det alldeles för många. Därför lanserar E.ON och Svensk Simidrott ett initiativ för att ge barn kraft att våga, vilja och kunna simma. Vi kallar det Simma med stjärnorna och det är ett litet men viktigt steg på vägen mot ett simkunnigare Sverige.

Med hjälp av virtual reality ges barn och unga som inte är simkunniga möjlighet att uppleva hur det är att doppa huvudet, att röra sig i vattnet och att simma på riktigt. Det är ett första virtuellt simtag som kan inspirera och sänka trösklar – och som förhoppningsvis ger ringar på vattnet.

Under sommaren kan man prova på att simma i speciella utomhus VR-popups exempelvis i samband med SM-veckan i Norrköping, Sollefteå-trippeln och Vansbrosimningen.

eon.se/simma kan man också se VR-filmen igen på annan plats och har man inte tillgång till VR-goggles kan man utan kostnad beställa hem en barnvänlig version.

Initiativet har på kort tid fått stort genomslag både i Sverige och internationellt i olika sammanhang men allra viktigast; Att varje virtuellt simtag kan göra skillnad för barn och unga.

Se exempel på utomhusenheter:
sim_utomhus

Se inslag på TV4 Nyhetsmorgon:

Se VR-filmen med dina virtuella simglasögon:

Exempel på media:
media kopia

Svensk Simidrott / E.ON – Simma med Stjärnorna

Kan en virtuell simtur hjälpa till att minska rädslan för vatten och samtidigt öka lusten att vilja lära sig simma?


Vart femte barn i Sverige är inte simkunnigt. I ett land fullt av sjöar och omgärdat av hav är det alldeles för många. Därför lanserar Svensk Simidrott och mångåriga huvudsponsorn E.ON ett initiativ för att ge barn kraft att våga, vilja och kunna simma. Vi kallar det Simma med stjärnorna och det är ett litet men viktigt steg på vägen mot ett simkunnigare Sverige.

Med hjälp av virtual reality ges barn och unga som inte är simkunniga möjlighet att uppleva hur det är att doppa huvudet, att röra sig i vattnet och att simma på riktigt. Det är ett första virtuellt simtag som kan inspirera och sänka trösklar – och som förhoppningsvis ger ringar på vattnet.

För att inspirera barn och unga togs en dokumentärfilm fram och på eon.se/simma kan man se VR-filmen. Har man inte tillgång till VR-goggles kan man utan kostnad beställa hem en barnvänlig version i papp. Under sommaren kunde man också prova på att VR-simma exempelvis i samband med SM-veckan i Norrköping, Sollefteå och på Vansbrosimningen.

Initiativet har på kort tid fått stort genomslag både i Sverige och internationellt i olika sammanhang och över 320.000 har sett dokumentationsfilmen och flera tusen har beställt ett par egna goggles på sajten. Men allra viktigast; Att varje virtuellt simtag kan göra skillnad för barn och unga.

Se inslag på TV4 Nyhetsmorgon:

Se VR-filmen med goggles:

Exempel på media:
media kopia

CpqKwyZWEAAxV1d

E.ON – Solfarmarekuppen på LinkedIn

Som första företag i Sverige använde E.ON LinkedIn på ett nytt sätt för att förlänga sin Solfarmare-kampanj. Genom en vältajmad kupp i mitten på maj, ombads alla E.ON-anställda med LinkedIn-konto addera titeln “Solfarmare” för att vara med och driva intresset kring solen som förnybar energikälla.

solfarmare

Bakgrund
Intresset för solenergi har ökat mycket i Sverige, men det är få som vågat ta steget att prova egna solceller.

Utmaning
Hur kan vi få fler att våga testa solceller och solpaneler?

Idé
Solfarmare är ett nytt begrepp i det svenska språket introducerat av E.ON – “En person som skördar solen
via solceller på taket.”

Som en del i den pågående vårkampanjen på TV och online, ombads alla E.ON-anställda med LinkedIn-konto
addera titeln Solfarmare för att på så vis också vara med och driva intresset kring solen som förnybar energikälla.

Resultat
Aktiviteten skapade en omfattande viral spridning, på några timmar, i en viktig kanal hos målgruppen.
Tiotusentals såg ändrade “job titles” i flera steg; både som “new job” nyhet på LinkedIn startsidan,
i flödet och bland kommentarerna. Media spend = zero. Och över 8000 anmälde sitt intresse att bli
solfarmare på eon.se.

Se de som fortfarande har kvar titeln “Solfarmare” på E.ON här.

Se filmen om Solfarmarna Lars och Ingegärd här:

Stockholm Art Week – Human Canvas

How do we attract a new audience to discover Stockholm Art Weeks exhibitions? Simply by using an artform 1 in 3 stockholmers already have discovered – tattoos.

Password: humancanvas

Stockholm Art Week is an annual celebration of Stockholm’s prominent art scene. The platform joints with leading Nordic art fairs, alongside many of Stockholm’s most respected museums, institutions and art spaces that will arrange special exhibitions and events throughout the week.

Our mission was to attract new audiences to Stockholm Art Week’s exhibitions by democratizing art. In Stockholm, 1 in 3 people between the ages of 18 and 49 have already discovered and engaged in one artform – tattoos.

To prove to people that art is more than just a painting on the wall, we decided to team up with contemporary artist Love Lundell and auction his latest work a little differently. The highest bidder wouldn’t take home a normal canvas, he would actually have to become the canvas himself and permanently ink the art piece on his body.

The online auction started on the first day of Stockholm Art Week and continued throughout the week.

Several newspapers and blogs wrote about the project including local DN, SvD, DI Weekend, Barnebys, Bukowskis, Mitt i and international blogs like Hill Harper, The Drum and The Artist raising a number of questions. What is art? What is an art piece worth if you can’t sell it again? Do you love an art work for the investment or the design?

Stockholm Art Week put the local art scene in the spotlight once again. Not only raising questions of modern art, but attracting a record number of visitors to all the exhibitions during the week. And one happy Human Canvas. All the proceeds from the auction was donated to UNHCR and the refugee crisis.

Skärmavbild-2016-04-19-kl.-08.46.50-707x442Skärmavbild 2016-07-17 kl. 08.55.0212965229_1213648075319824_603521627_n

E.ON / The Swedish Swimming Federation – The Power of Swimming

Can VR Help Kids Conquer Fear of Swimming?


One in five Swedish children can’t swim, despite the fact that they live in a land of lakes that is surrounded by sea.

Through VR, the Swedish Swimming Federation and sponsor E.ON introduces a group of children to three members of the Swedish swim team, who escort them into the water and help them to overcome their fears by taking a virtual plunge. Later, the children are taken to a real pool to meet the same swimmers, who encourage them into the water where they play happily and begin to learn to swim for themselves.

The documentary film finishes by inviting viewers to eon.se/simma to order free VR goggles, find your nearest local swimming association or view the VR/360-film with goggles.

In just a few days – people and media in Sweden and around the world picked up the story generating a flood of coverage across all platforms and thousands ordered VR-goggles. But most important; Every single VR swimming attempt can really make a difference.

Examples of media coverage:
media kopia (kopia)

CpqKwyZWEAAxV1d

FC Rosengård / E.ON – #GREENCARD

This is how Swedish women’s football club FC Rosengård and its main sponsor changed the game from racist taunts to positive energy.


Background
UEFA has revised its disciplinary regulations to include tougher penalties against racism. The measures aim to efficiently fight racist behaviour at football matches, in line with UEFA’s zero-tolerance policy. But it’s not always working…

FC Rosengård players Gaëlle Enganamouit and Marta were subjected to racist taunts during Champions League match against Frankfurt. The referee even paused the match during the second half and approached Frankfurt fans in order to deal with the issue.

UEFA opened disciplinary proceedings against Frankfurt after alleged racist behavior by the club’s fans. But despite their well publicised ”Respect” and ”No to Racism” slogans, the investigation was closed.

Idea
Just two weeks later, it was time for the premier game of the Swedish Women’s Football League. It was the perfect opportunity to celebrate another side of football. Something we call Positive Energy.

Execution
To take a firm stand on unsportmanslike behaviour on the pitch – or anywhere in the stadium – both teams and sponsor E.ON launched a brand new initiative: the Green Card.

The Green Card is awarded to players who contribute the most Positive Energy to the game. It might be great sportmanship. A beautiful pass. Respect for referees and opponents, or a real appreciation of the supporters.

And crucially, it’s the fans who decide who’ll get it. Using the hashtag #GreenCard, fans choose who’ll pick up the award. Live, or at home watching the game on tv, or anywhere else.

Results
The game ended with 1 red card, 3 yellow and 4056 green cards.

This time, fans chose FC Rosengård’s Ebba Wieder as the worthy winner of Sweden’s first ever Green Card. Even though it’s still in its pilot phase; supporters, players, clubs and media have embraced and raised the Green Card initiative.

The next step is to spread the use of the card within youth teams and younger supporters. Let’s keep the football Positive.

gk

Sven-Harrys konstmuseum – c/o Rådmansgatan 8

“Söndagstips! Kombinerad konst- och lägenhetsvisning för dig som gillar konst-igt sekelskifte.”radmansgatan_coverbild

Bakgrund
Unga svenska samtidskonstnärer väljer i allt större utsträckning utbilda sig, verka och bo utomlands. Så när begrepp som det svenska musikundret, det svenska matundret och det svenska modeundret ekar världen över är det lätt undra vad som egentligen hände med det svenska konstundret? Den svenska samtidskonsten är splittrad och alltmer osynlig, inte minst på hemmaplan. Det ville Sven-Harrys konstmuseum råda bot på, och Swedish Art: Now! tog form: utställningen som välkomnar den svenska samtidskonsten hem igen.

Utmaning
Sven-Harrys Konstmuseum är ett litet (men underbart!) museum som för många tyvärr är nästan lika okänt som svensk samtidskonst. För precis som merparten av Stockholms gallerier och konstinstitutioner står Sven-Harrys inför utmaningen att göra både sig själva och konsten mer tillgänglig; att sänka tröskeln och få folk att våga kliva genom dörren. Vår utmaning blev just det – att med små medel tillgängliggöra Sven-Harrys för stockholmarna, och samtidigt väcka intresset för den svenska samtidskonsten.

Strategi
Om stockholmarna inte kommer till Sven-Harrys, varför inte ta Sven-Harrys till dem? I en ständigt stegrande bostadsmarknad kantas mångas helger av lägenhetsvisningar snarare än kulturbesök. Inte minst i Sven-Harrys omnejd kring Vasaparken. Så vad vore mer passande för utställningen som välkomnar den svenska konsten hem, än att faktiskt välkomna den till ett riktigt hem?

Genomförande
Sven-Harrys c/o Rådmansgatan 8 tog form; landets första kombinerade lägenhets- och konstvisning. En vecka innan vernissagen på Sven-Harrys kunde lägenhetsletande stockholmare få en exklusiv förhandsvisning av Swedish Art: Now! direkt i en tvåa på Rådmansgatan 8. Lägenheten – som var till salu – proppades full med verk från utställningen och marknadsfördes med ovanligt lekfulla bostadsannonser på nätet samt via sociala medier.

Väl på plats välkomnade både mäklare och Sven-Harrys curator med information om både själva lägenheten, samt en privat guidning av konsten. Alla som besökte visningen fick, utöver en för utställningen unik print att sätta på väggen, ett erbjudande om gratis entré till Sven-Harrys så snart utställningen öppnat. Och Sven-Harrys fick inte bara välkomna den svenska samtidskonsten hem, utan även stifta nya bekantskaper direkt i närområdet tack vare en serie ovanligt välbesökta lägenhetsvisningar.

Resultat
Stort genomslag i relevant media, bloggar och i sociala medier resulterade i många besökare, både till lägenhetsvisningen och utställningen på Sven-Harrys en vecka senare.

radmansgatan_montage

Norwegian – Love On First Flight

An Elvis Impersonator on a Digital Billboard Takes ‘Shotgun’ Weddings to New Heights.

BACKGROUND
Plenty of brands do interactive stunts. Plenty more create engagement. Lots of brands change behaviours and do smart product demonstrations.

But with just one digital billboard we achieved all this. And a hell of a lot more.

We entertained an entire shopping mall, encouraged sensible Stockholmers to unleash their spontaneous sides and even started a few happily-ever-afters in the process. All while creating rich content for sharing both real-time and later in earned, bought and social media.

It’s a story which led to Norwegian Airlines raising awareness of their brand new transatlantic route and even selling out of flights.

And it all began with a brief for a single billboard.

CHALLENGE
Norwegian Airlines had just launched a brand new direct route: Stockholm to Las Vegas. To dramatize our city’s new-found proximity to reckless, spontaneous, anything-goes Las Vegas we dared Saturday shoppers to say ‘I do’ – and get married on the spot.

STRATEGY
Norwegian Airlines is famous for having low fares. Less well known is that those low fares can take you non-stop to amazing far-flung places – like Las Vegas. So low, in fact, that a stateside adventure can now be a much more spontaneous decision.

And there was our insight: Las Vegas is all about throwing caution to the wind, daring to let your heart rule your head and utterly living in the moment.

Now, Swedes aren’t normally known for their recklessness. But with a little bit of encouragement and the right incentive, they can prove to be surprisingly spontaneous. We quickly realised the interactive nature of a digital billboard could be just the encouragement they needed.

EXECUTION
We didn’t want to focus on casinos or nightlife, wild as they might be. Instead we used our digital billboard to create a live link-up with Vegas’ most famous destination: The Little White Chapel. Home of the spur-of-the-moment marriages and celebrity nuptials.

With the Chapel’s world famous Elvis priest in residence, the live link-up invited passers by to take the plunge and say ‘I do’. Right there and then. And if a legally binding wedding wasn’t enough, we threw in a free all-inclusive Las Vegas honeymoon too.

RESULTS
As the digital billboard was entirely live (nothing was staged or pre-arranged) we had to hope shy Swedes would embrace the Vegas recklessness and take the plunge on the day.

And they didn’t disappoint. Five incredible couples stepped up to the challenge and up to Elvis’ altar. Unsurprisingly, the on-the-spot weddings sparked a flood of real-time social media coverage – and when a film of the event was released three days before Valentine’s Day, coverage spread internationally.

Will the marriages work? It’s too early to tell. But one thing’s certain: the campaign did.

Stockholm to Las Vegas flights sold out after the campaign period with fares for that specific route an unprecedented 7.5% rise. And with with turnover 16% higher in Q4 2015 than 2014, Norwegian enjoyed their highest passenger figures to date. A 19% increase in Nordic-Transatlantic routes were the biggest single contributory factor to those record sales.

VIEW ONLINE FILM
https://www.youtube.com/watch?v=NEfTglHXo-M

04

Malmö FF / E.ON – Welcome home, Z

This is how Sweden’s leading football club and its main sponsor touched nearly a billion football lovers through smart use of media in just a few hectic hours – despite tough restrictions and very limited budgets.

What is this all about?
To mark the return of football legend Zlatan Ibrahimovich to his hometown for the Champions League match against his old club and create awareness of E.ONs sponsorship – a single (epic) and never before used OOH placement was created – to kick-off a series of well coordinated activities – generating nearly 3,9 million interactions and reaching more than 900 million fans through smart use of bought, earned and social media – in just a few hectic hours – despite restrictions and a limited investment.

It all started with a projection of the letter ‘Z’ on the highest building in Malmö…

BACKGROUND
Malmö Football Club has ‘produced’ a number of world-class players including Zlatan Ibrahimovic – widely regarded as one of the best footballers of his generation and the greatest Swedish sportsperson of all time.

Zlatan, who plays for French Champions – PSG, had a chance to make history when he was meeting the club were it all stated – Malmö Football Club in his home town in the group stage of Champions League (one of the most prestigious tournaments in the world).

The brief was simply to create positive awareness for Malmö Football Club and their main sponsor E.ON and their focus on renewable energy among employees and key stakeholders – through creative and untraditional use of media.

CHALLENGE
The challenge was to break trough the ’clutter’ and restrictions, as Champions League’s sponsors were given exclusive exposure.

As the sponsor of the underdog, with all eyes being on PSG and Zlatan, how do you turn around the focus to boost MFF, ultimately creating goodwill for E.ON?

The idea was simply to keep your friends close but your enemies closer – A giant and iconic ’Z’ was projected on the tallest building in the Nordics – to give Zlatan a hero’s welcome – just as Zlatan and PSG were approaching Malmö to the pre-match conference.

The gesture didn’t go unnoticed – a visibly moved Zlatan started the press conference (with nearly 800 journalists) by saying thank you…and setting things in motion. Just as all eyes of the sports media world were on the giant Z it was replaced with a projection of the MFF-logo really boosting the spirit of the home town fans.

STRATEGY
E.ON is Sweden’s second largest utility company and targets a number of stakeholders through sponsorship engagements including employees, shareholders, government and regulators, the community, customers, suppliers and contractors, NGO’s, journalists, consumers and existing customers.

The activity was (in fact) a series of well coordinated activities starting with the (bough media) projection of ‘Z’ using renewable energy on the highest building in the Nordics. The building structure is shaped as a series of ‘Z’ that was used when creating the projection. Step two was to provide journalists (earned) with a story from Zlatan himself and content (film, images of the Z). Step three was seeding and sharing a film that revealed E.ON as the proud sponsor – making the stunt possible through renewable energy. And as a final step, the ‘Z’ was replaced by Malmö Football Club’s logo – to really mark the support for the home team.

EXECUTION
Perfect timing was crucial in order to touch Zlatan’s heart – and thereby set in motion a number of well coordinated activities. Every step was meticulously pre-planned, produced and executed in ‘real time’.

1) 1 untraditional (epic) OOH placement (bought)
2) 800 journalist to broadcast (earned)
3) Materials for seeding and sharing through social media platforms (own and earned)
4) 2nd untraditional OOH placement (own, earned)

Although the idea was brutally simple, the scale was massive. As Champions League’s sponsors were given exclusive exposure – the tallest building in the Nordics (located in Malmö) was used to make sure that the ‘Z’ would be visible for all including Zlatan. In parallel (and in real-time), a film was created and seeded that revealed E.ON as the positive force behind the biggest sport-story of the year (in Sweden) and the world (that day).

RESULTS
In just a few hours – sport and news organizations in Sweden, Europe and around the world (incl. ESPN, CNN, Mirror, Le Parisien etc.) generated a flood of coverage across all platforms.

The iconic ‘Z’ symbol was uploaded and shared tens of thousands of times across all social media platforms, generating more than 3,85 million social interactions within the first 18 hours.

With a total reach of over 930 million people it became the most trending story that day on Twitter.

The MFF symbol, replacing the Z, also got coverage and shares never before seen.

The ROI was unprecedented, as the investment was limited to one OOH placement (bought) and costs of producing content (film, images, press releases.)

Not only did the activity create pride among E.ON’s employees and residents of Malmö, fans of both teams – it touched the heart of one of the best footballers of his generation.

Examples of media coverage:
UEFA Champions League I Mirror I ESPN I Daily Mail I Le Parisien I CNN I The Sport Bible I PSG I VG
Yahoo I De Telegraaf I 1970 PSG I 20 minutes I Eurosport I Ekstrabladet I The Guardian I Sportit
La Nouvelle Republique I Nederland Nieuws I Today Sport I Sporx I Get French Football I NESN
Aftonbladet I Expressen I SVT I SVT Play I Sydsvenskan I Feber I TV4 Nyhetsmorgon I SvD I DN
GP I Sveriges Radio I Dagbladet I Allsvenskan I Sportbladet I MFF I The Local I OMNI I Sportamore
Lokaltidningen I Lajkster I Skånska Dagbladet I Malmö Town I TV 4 I Viasat Sport I Aftonbladet TV

z_eng

Norwegian – Next Stop New York

Oslo Metro Stop Becomes Times Square Subway in a one-day event

Background
At first glance, this was a brief and media strategy like any other: to use localised traditional outdoor media to raise awareness of Norwegian Airlines’ new Oslo to New York direct route.

But our response was anything but ordinary. We used this so-called traditional outdoor media to create the ultimate product demonstration for over 40,000 carefully targeted potential travellers.

How? By moving New York to Oslo. For one day. After all, New York’s not a city you just talk about. To do it justice, you have to experience it.

Idea
Norwegian Airline’s brand new route from Oslo to New York meant the Big Apple had never been closer to the Norwegian capital.

To dramatize this proximity, we transformed Oslo’s Nationaltheatret metro station into New York’s iconic Times Square 42 St subway. Thanks to a 42-strong cast and over 600m2 of wall vinyls, Oslo commuters found themselves just one stop away from New York.

Strategy
Norwegian Airlines is famous for having low fares. They attract price-conscious travellers who want convenience, value and quality when they fly.

But few know that Norwegian now flies non-stop to amazing far-flung places – like New York.

Luckily, we knew exactly where to target our price-conscious audience. Every day, they’re taking the cost-effective, efficient metro to work in Oslo.

So, the city’s busiest metro station became our stage. And with painstaking attention to detail we created a living, breathing New York to give a tantalising taste of the never-been-closer Big Apple.

Execution
Cue Spiderman, Mafia brothers, NYPD officers, an American football team, a gospel choir, breakdancers, Yankee fans, preachers and even Times Square’s legendary Naked Cowboy.

Add remarkably authentic subway signage, posters, maps, adverts, hot dog stalls, even manhole covers and you create a New York atmosphere that’s so real it transports you straight to the streets of Manhattan.

No detail was overlooked. Every font, every prop, every single inch of the station was given its own Times Square treatment.

Results
In just one day, over 40,000 Oslo commuters passed through New York on their way to work. Within a few hours, a film capturing the event was picked up by both Scandinavian and stateside media, triggering a flood of social activity.

And all this increased awareness of the Oslo-New York route translated into real sales for Norwegian Airlines. With turnover 16% higher in Q4 2015 than 2014, Norwegian enjoyed their highest passenger figures to date. And with a 19% increase, its Nordic-Transatlantic routes were the biggest single contributory factor to those record sales.

View online film
https://www.youtube.com/watch?v=gXSQ95Yc4UM

nsny

SvD – Snabbt om / Allt om

I en digitalvärld där de flesta nyheterna präglas av korta och ytliga artiklar ville vi få fler att
upptäcka kvalitetsjournalistiken på svd.se.

Vi utgick ifrån att läsbehovet ändras under dygnet och började tänka nytt. Resultatet blev,
Snabbt om och Allt om, en ny typ av funktion som automatiskt paketerar nyheterna efter
läsarens tid och intresse.

Väljer man Allt om blir man serverad alla nyhetstexter som SvD:s journalister har skrivit om
händelsen. Vill man istället snabbt få koll är det Snabbt om som gäller. Artiklarna som bäst
sammanfattar händelsen väljs automatiskt ut och presenteras på en sida.

Utvecklingsavdelningen på SvD implementerade sedan funktionen både i datorn, mobilen och
läsplattan. Och egna tweets synkade med trendande #hashtags, se exempel här, här och här.

Sedan lanseringen har över 500 artiklar skapats med en Snabbt om / Allt om funktion, med
ökad trafik och fler digitala prenumeranter som följd.

Prova själv på svd.se – och få nyheterna på ett sätt som passar dig just där och då.

00_svd

Norwegian – United States of Scandinavia


Norwegian är mest känt för två saker: nya flyg och låga priser. Mindre känt är det att de flyger direkt
till en rad spännande resmål, som till USA till exempel.

Vi behövde övertyga skandinaverna att tack vare Norwegians låga priser och kortare direktflyg är USA
närmre än någonsin tidigare. Och vi visade närheten väldigt bokstavligt.

Vid tre olika tillfällen överraskade vi svenskar och norrmän med smakprov på vad som väntade på andra
sidan atlanten:

Steg 1 – Red Cab
Fönstershoppare i Oslo fick en guidad tur i New York via en live-streamad digitaltavla.

Steg 2 – Next Stop New York
40,000 pendlare fick anledning att sätta kaffet i halsen när vi förvandlade en Nationaltheatret Station
till Times Square Station över en natt i sann real-time interaktions anda.

Steg 3 – Love At First Flight
Och, 5 nykära par gifte sig spontant när vi kopplade ihop Little White Chapel i Las Vegas, live, med
Gallerian i Stockholm.

Resultatet talade sitt tydliga språk: 2 miljoner fler passagerare flög med Norwegian under 2015 och i
december var ökningen så hög som 9%. Anledningen? Långdistansflyg till USA.

01 02 03 04 05

E.ON – FÖLJ MED PÅ RESAN MOT ETT FÖRNYBART SVERIGE

I november samlades världens ledare för att, än en gång, diskutera vår tids kanske största
utmaning. Klimatkrisen. Men E.ON vill inte vänta på lagar och regler. De är i full gång med
att göra Sverige mer förnybart, och nu är det hög tid att berätta om det.

Så en kampanj tog form, och i dess centrum stod sajten bytenergi.eon.se – en hub kring
alla E.ONs olika projekt kring förnybar energi.

I gränslandet mellan dokumentär, informercial och underhållning utforskade vi hur en ofta
ointressant och teknisk produkt kan göras intressant för allmänheten.

För att så många som möjligt skulle hitta till sajten tog vi fram trailers för onlinefilmerna på TV,
print, utomhus, ett antal olika digitala annonser och content med #bytenergi .

Kampanjen hjälpte placera E.ON som ett av de varumärken folk hört mest positivt om 2015,
i en kategori som sällan ligger folk nära hjärtat. Och vem vet, kanske bidrog de till att
framtiden känns lite mer hoppfull.

Följ med på resan mot förnybar energi här:
bytenergi.eon.se

0dccedb2-68a8-4148-a1e6-f61dae2f9e15

Carlsberg – Probably the best banner for the world

A mobile banner that actually can save you a significant amount of battery life.

cb_hof

Carlsberg Hof Organic presents: Probably the best banner for the world.

Click to download a black wallpaper that actually can save you a significant
amount of battery life. (read why it works here)

View the mobile banner ad here (on your mobile)

Zmarta Index

zmarta

Bakgrund
Zmarta är en ny finansiell tjänst där du jämför lån och försäkringar för att hitta de bästa alternativen för dig.
Vårt uppdrag var att lansera tjänsten och snabbt skapa både kännedom och trovärdighet.

Utmaning
För finansiella tjänster är trovärdighet A och O. För en online-baserad helt ny aktör med en helt ny typ av
tjänst behövs mer än så. Vi insåg att det inte skulle räcka att vi berättar om Zmarta – vi behövde bevisa både
vad tjänsten går ut på och varför du behöver den. Vi behövde göra det på ett sätt som väcker uppmärksamhet
men samtidigt känns trovärdigt och seriöst, och vi behövde nå ut brett med en minimal mediabudget.

Lösning
Lösningen baserades på insikten att alla människor vill göra smarta val kring sina pengar, men om du inte kan
jämföra olika alternativ är det svårt. Och även om pris ofta har stor betydelse behöver inte alltid det alternativ
som verkar billigast vara det som passar just dig bäst. Att på smartare sätt kunna jämföra alternativ är precis
vad du kan göra med Zmarta, och för att bevisa det bestämde vi oss för att på nya smartare sätt jämföra olika
alternativ i helt andra sammanhang.

Lösningen kallar vi Zmarta Index, en annorlunda tjänst som visar att det är smartare att jämföra först.

Vi började med att göra ett Snöindex som jämför snödjup på olika populära skidorter mot kostnaden för allt
från skidhyra till afterski-ölen och fick fram kostnaden per centimeter snö. Samtidigt kan du själv dra i spakarna
och väga olika parametrar som extra viktiga och hitta den bästa skidorten för just dig.

Varannan månad lanseras ett nytt Index kring ett aktuellt ämne. Till exempel ett Allsvenskt målindex som jämför
vilka fotbollssupportrar faktiskt betalar mest för varje mål de får se sitt lag göra eller ett Hälsoindex som visar
vilken träningsform som är billigast i förhållande till kaloriförbränning osv.

Syftet med Zmarta Index är inte bara att på ett lättsamt sätt visa att det är smartare att jämföra först, utan
också att skapa PR och innehåll kring tjänsten i sammanhang utanför som är relevanta och engagerade.

Resultat
De olika Indexen har fått ett stort genomslag med mycket PR och viral spridning, och därigenom genererat både
trovärdighet och kännedom kring det nya varumärket. Det i sin tur har drivit trafik och potentiella kunder till
tjänsten – som idag stoltserar med ett resultat för sitt första år som är långt över både målsättning och förväntan!

Prova Zmarta Index här

SPP – Welcome to Earth 2045

How do you want the world to be when you retire?


Background
SPP – one of Sweden’s largest pension companies – has been working with sustainability for over 20 years
(a topic increasingly important in the Swedish market). Today SPP is one of the world’s most sustainable
companies. As their customer you can be confident your retirement savings are only invested in ways that
are beneficial both for the environment and the people in it.

Brief
The brief was to continue communicating within the launched concept (Small choices can make a big
difference) and dramatize how sustainability is an important factor to value when it comes to choosing
how to save for retirement: just saving isn’t enough – in order to be able to retire in a good world,
one has to save sustainably.

Idea
In this interactive film, we dramatize how small choices can make a big difference by showing two
fictional future scenarios. You choose which future scenario you want to experience by using a slider.

On one side, the air and water is clean, the news is about a solar farm opening up, people eat
healthily, farming is organic and a relaxed commuter travels by train. In the other version, the sky is
dark with smog, the fridge is stuffed with junk food, kids wear pollution masks, the news is about riots
and the city looks dark and desolate while the same commuter is stuck in traffic jams. Even the sounds
are slightly different — in the “bad” version, there are the distant sounds of sirens.

View work (on desktop):
http://earth2045.com/

Read more about Earth 2045 here:
Fast Company I MTV I Blue and Green Tomorrow I LS:N Global I Creativity I Euronews I The Drum

spp

EuroGames Stockholm 2015 – #FlamingStar

How the #FlamingStar Social Movement let the world take action against discrimination in sports.

eg
Background
EuroGames is one of the world’s largest LGBTQ events. It was founded to combat discrimination
and support the right to practice sport, regardless of gender or sexuality.

Challenge
Hardly anyone knows about EuroGames. With Stockholm as the host city we needed to raise the
profile of the event and its aims, and, true to the EuroGames ethos, give everyone the chance
to get involved.

Idea
The #FlamingStar initiative used Twitter and the official EuroGames logo to create a empowering
moment which democratises the fight against inequality in sport.

How it works
Twitter users could sign up to ‘Carry the Flame’ and join the movement. Each person received a
notification when they were next in line. Supporters ‘carried’ the flame exclusively for 15 minutes
before passing it to the next person.

Result
The #FlamingStar was carried by thousands, including Sweden’s Minister for Health Care and Sport
Gabriel Wikström, sport stars Nilla Fischer, Thomas Hitzlsperger, Glenn & Anton Hysén and media
outlets like Runner’s World, Women’s Health, Out Magazine, Huff Post and many more.

Both #FlamingStar and #eurogamessthlm trended in many countries during the campaign and
#FlamingStar became the most trending hashtag against discrimination in the world.

Involvement in the EuroGames event surpassed all expectations, with over 5500 participants and
250,000 visitors from 143 countries.

But much more importantly, what started as a single tweet sparked a long chain of worldwide
support and helped place a serious issue firmly on the global agenda.

Link to work
http://flamingstar.eurogamesstockholm.com/

More about EuroGames and the subsequent #flamingstar movement
Swedish Radio interview I Runner’s World I Finest I LGBT football I LBB I Aftonbladet I Huffington Post
Women’s Health I SVT Edit I TV4 I EGLSF

eurogames

LG – The Science Behind

LG Nordic is promoting the latest line of smart televisions with “The Science Behind”, an online campaign designed to connect with humorous online memes. Four films, “Goat Videos”, “TV Marathons”, “Couch Potatoing” and “Looping Aquarium Clips”, begin with the scientific advances that make high resolution OLED television screens possible. While LG Electronics Smart televisions are getting more and more advanced, the entertainment we watch is getting more silly, simple and hilarious.

The campaign passed +1 million views after two weeks + got lots of awareness in the target audience.

The Science Behind Goat Videos

 

The Science Behind Looping Aquarium Clips

 

The Science Behind TV-Marathons

 

The Science Behind Couch Potatoing

STOCKHOLM ART WEEK – STOCKHOLM IS YOUR CANVAS

Mobile App Makes It Really Easy For Creatives to Obsess Over Festival Art


How do you create the largest outdoor gallery in the history of Stockholm?

Background
Stockholm Art Week is an annual event showcasing Stockholm as a city for art.

Challenge
How do we democratize the art scene and get rid of the mindset that art is just for a few
selected ones?

Idea
The initiative Stockholm Is Your Canvas lets anyone submit their art and have it displayed
with augmented reality. It could be on a wall at the exclusive The Thiel Gallery side by side
to Edward Munch, Carl Larsson and Prince Eugene or somewhere around Stockholm city,
in collaboration with Stockholm Stad.

How it works
Whenever you find a Stockholm Art Week symbol just open the app on your smartphone,
point your phone’s camera at the symbol and voilà – an artwork will appear on your display!
Also, don’t forget to explore the calendar covering Art Week.

Results
People from around the world uploaded a huge variety of artworks including famous eBoy
and Alvaro Sotomayor to local talent Eijer from Karlshamn. The initiative was also picked up
by a large number of blogs, news and most important; Visitors to Stockholm Art Week.

Download the app (demo-version)
http://stockholmisyourcanvas.com/

Try the app here (three example markers)SAW_markers

Stockholm_artweek copy2

Norwegian Red Cab

Interactive Billboard Takes Norwegians on a Live Taxi Ride Through NYC.


Background
Norwegian Airlines is the third largest low-cost carrier in Europe. They have been named Europe’s
Best Low Cost Airline two years in a row. The company has 417 routes to 126 destinations.
All at low, low prices.

Brief
But most people, even in Norway, are unaware that Norwegian Airlines have a number of new
direct long-haul flights to places like New York.

How can we increase awareness about flying long haul among the target audience? Especially in
Norway? And make them engage with a destination like New York?

Idea
To promote its direct long-haul service to New York, Norwegian Airlines invited shoppers in
an Oslo mall to take a virtual taxi ride around Manhattan.

An interactive digital screen was connected live with a custom-designed taxi. People who took
part could choose where to go, and control the 360 degree live stream camera on the roof of
the car while the driver gave them stories, about the city.

Results
The event was a huge success with lots of different and fun real-time data interactions. Most
participants have never been to the city and this opportunity certainly generated a very special
moment of inspiration.

The initiative was also documented and the film top-trended/shared in Norway the first days and
generated over +500.000 views the first month on Youtube and facebook. (10% of the population in
Norway)

+820 articles generated on both in Norway and on a global level (including Tripadvisor, Aftenposten,
Travel Magaizne and Visit Norway) and +44.600.000 impressions in social media.

January 2015 had a considerable growth in long-haul operation, read more here.

Link to work
https://www.youtube.com/watch?v=3xPsfYMAdps

Norwegian_techbild_v4

Like for Lives / Australian Koala Foundation

project_likes4lives2
Like for Lives / Australian Koala Foundation

What if sharing a cute image could save the koalas?

The endangered koala probably gets more likes in social media than dollars in donations. But that’s all about to change.

The Australian Koala Foundation’s new social media initiative, Like for Lives, urges people to post a picture of a koala on Instagram or Facebook together with the promise: For every like this picture gets, I will donate 50 cent to savethekoala.com

Mobile/desktop website: http://www.like4lives.com/

And the Like4Likes-Instagram page is here

In the Media: Resumé I AdLand I AgencySpy

LG G3 – “Low On Battery?” inflight banners

Background
The battery life of the LG G3 smartphone was at the release superior to all other smartphones
on the market including iPhone, Samsung Galaxy and HTC One.

LG Nordics therefor wanted to target people with an extra need of a good battery life. We found
them up in the air, as there are no battery chargers onboard: Passengers using smartphones on
Norwegian Air’s wi-fi system.

Idea
We invented a new media placement.
When you log on the wifi, the ads recognized your hardware and compared it to the G3 and
delivered a message: “Low on Battery?” followed by “Level up with LG G3 and surf until touch-down“.

Results
Reach:
An estimated number of 1.2 million passengers flying to/from the Nordics, using wifi
during the flight were exposed to see the exclusive ads during the campaign.

Sales:
During the campaign, LG G3 has topped the charts as “the most sought after phone”
and “best selling” in all the Nordic countries. (especially at airport stores).

PR: 
The story have been picked up by tons of blogs, forums and media worldwide,
like Mashable The Drum Creativity Hot Sauce Android Central HNGN

lg-g3-lg-g3-smartbanners-600-78236

LG – 4 MM (AN EXTRAORDINARY PRODUCT DEMONSTRATION)

b08bf2aa9b5a9a702d71d0b0c0f25f50BACKGROUND
LG is one of the leading providers of consumer electronics but had not been able to establish a strong position in the Nordic TV market. But in 2014, LG launched their new OLED-TV, the world’s largest and slimmest (only 4 mm) OLED TV.

CHALLENGE
How could we get the target audience to experience how slim a LG OLED-TV really is? And spread the word?

EXECUTION
We realized that leading Nordic hifi magazine, “Sound & Vision” also happened to be exactly 4 mm thin. A coincidence leading to a unique product demonstration on the spine.

RESULTS
The unique product demonstration quickly attracted attention of over 700 technology sites and blogs around the world, including Gizmodo, Mashable, The Verge, Feber.se, Itavisen.no and computerworld.dk (some of the most prominent media to create awareness among the target group), which in turn generated a large spread in social media and truly emphasizing the LG Electronics tagline: It’s All Possible.

Xide – The Ultimate X-Mas Playlists

Xide_Spotify_slide0

Background:
Xide is an alcopop with a simple message: No history. No Tradition.
When one of our biggest traditions, Christmas, was approaching – Xide wanted to inspire people to celebrate it in a new way.
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-

traditionalpl

Insight:
Many are looking for the perfect X-mas playlist on Spotify. A playlist that doesn’t contain the usual X-mas track played every year.
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Xide_Spotify_slide1

Xide_Spotify_slide2

Solution:
Through a banner on Spotify, people could direct access new and different Christmas playlists such as X-mas Jazz, X-mas Metal and X-mas R’n'B. The playlists were collaborative and you could add your favorites.
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Xide_Spotify_slide3

Results:
In 10 days, more than 5000 songs were added to the playlists and almost 2000 followers.

Live demo of the banner here: Xide – No history. No tradition.
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LG – Xmas Story

(OBS: LG Xmas Story börjar vid 01:00 in i videon)

Inför fas två i LG:s kylskåpskampanj “The Inside Story” flyttade det twittrande kylskåpet till nordpolen. Under två veckor uppfyllde självaste Jultomten svenska folkets önskningar genom det live-streamade kylskåpet och varje dag hade man chans att vinna en julklapp för den bästa önskningen.

Önska kunde man göra genom både Twitter och i ett formulär på www.lg-insidestory.se. Bland julklapparna återfanns några av LG:s storsäljare som LG G2 och G Pad tillsammans med mer ”juliga” klappar.

Till kampanjsidan:
www.lg-insidestory.se

 

LG – Follow the Most

Att ha flest följare har sedan länge varit en outtalad tävling bland Twitter-anhängare. Men vem följer egentligen flest? LG:s senaste kampanj ’Follow the Most’ är en kapplöpning om att följa flest konton på Twitter.

Med överlägsen prestanda, fantastisk skärm och kraftfullt batteri är nya LG G2 den ultimata mobilen för den moderna och inbitna smartphone-användaren. De som hänger med i sociala medier och följer väldigt många bör därför använda LG G2 för den bästa upplevelsen.

Upplägget är mycket enkelt: Är du en av dem som följer flest konton på Twitter den 31 januari så blir du den lyckliga vinnaren av LG:s nya storsäljare.

LGfollwothemost_BS

Till kampanjsajt: www.lgg2.se/#followthemost

 

#somuchbetter -> #somuchbetterspp

 

CHALLENGE
How do you get lots of people talking about retirement savings? On Saturday nights?

BACKGROUND
“So Much Better” on Channel 4 is the most popular Saturday TV-show during fall in Sweden.
The hashtag #somuchbetter is always #1 on Twitter trending topics during Saturday nights.
Retirement savings, on the other hand, is something almost never talked about on Twitter.

SOLUTION
SPP, a pension company, is a sponsor of this year’s “So Much Better” and to become a topic
of conversation we decided to kidnap the hashtag #somuchbetter with a new promoted hashtag
called #somuchbetterspp

RESULT
It quickly became the “official” So Much Better tag during the evening and after a few hours
there were thousands of tweets made together with​​ SPP who also tweeted about pension using 
the same hashtag.

LG G2 Smartbanners (Recognize and Respond to Competitors’ Hardware)


Background:

In fall 2013, LG launched the new G2 Smartphone.
It was quicker, smarter, had better display and longer battery time.

Challenge:
How could we get other smartphone users to consider a LG G2?
People who love their iPhones, Galaxys and HTCs?

Strategy:
We chose to confront them. On their own phones.

Idea:
We created smart banner ads that recognized the mobile hardware, compared it to the G2 and delivered a customized message, pointing out shortcomings of the competitor.

Result:
The banners gained click rate up to 830% higher than average. (*Source Havas Media)
After only five days, the banners had been picked up by 7,130 blogs, tech forums and newspapers worldwide.

HTC_Banner_phone

APL_Banner_phone

SAM_Banner_phone

 

LG – The Inside Story (the world’s first tweeting refrigerator)

 

Campaign site (translated demo version)

Challenge
To raise awareness of the new range of door-in-door refrigerators from LG, we needed to get the buzz going online. The Internet is full of lively conversations, but when was the last time someone had one about a fridge?

Solution
We created the world’s first tweeting refrigerator. The fridge was set up at the production company “Baluba” run by Swedish comedian Peter Settman and his friends. Every time someone opened the doors, the fridge sent out a tweet with an attached live video stream. People got an “inside” view into the daily work and a chance to see visiting celebrities.

Results
We didn’t have to start the conversation. The fridge did it for us: several international news sites picked up the story about the worlds first tweeting refrigerator.
But not only that: the search word “LG” rose by 32% in Sweden during the campaign. The campaign message spread globally to over +1.200 influential blogs and newspapers which gave LG some well earned PR. Estimated PR value = 1.7 million Euro. Earned media with a reach of 76 millions.

How it works




VIASAT – The Battle of Premier League (Fan Livebanner)

Viasat Football is the number one channel for football fans.

To kick-off the new Premier League season, fans could show their passion in a live banner.

It soon became a serious love game between supporters of rival teams.

The ad was updated in average every 8th second on Sportbladet (the largest sports page in Sweden).

View demo banner ->

Stockholm Pride – GOWEST (Become a cyber spy for equality)


Link to website:
www.gowest2013.com

Pride_GoWest_INTEGRATED_OTHER_NEW

Links:
Facebook activation
Instagram activation

What were the objectives for the creative work?

Our objective was to raise awareness of the oppression of the Russian LGBTQ community: a subject completely ignored by domestic and international press.

In 2012, Russia passed an anti-gay propaganda law banning Pride parades for 100 years. Subsequently, Russia saw a surge of hate crimes motivated by homophobia.

No one acknowledged this, offered support or reported the story either in or outside of Russia. With media under strict control new ways of reaching out and raising awareness were needed.

What was the strategy behind the creative work?
We got GOWEST, an initiative supporting the Russian LGBTQ community, trending on Twitter within Russia. And, in doing so, forced Russian and international press to pay attention.

What was the creative work?
The campaign began with a single tweet. It urged people to visit gowest2013.com and compose their own tweets inviting Russians westward to Stockholm Pride. Importantly, the tweets were automatically translated into Russian. The geotag was changed to Russian cities which enabled the topic to start trending on Twitter within Russia.

What effect did it have in the market?
From a single tweet on 14th May 2013 all this happened:

Reach
In just three days, GOWEST was trending on Twitter in Russia. An incredible wave of tweet-invitations were sent from gowest2013.com, reaching over 3.7 million Russian Twitter accounts. *source: tweetreach.com

PR
The cause was picked up and retweeted by influential celebrities. This not only helped GOWEST trend in Russia, but these endorsements sparked the attention of the international press, helping GOWEST explode with worldwide coverage. Even Russian mainstream media featured the initiative. Stockholm Pride estimates the PR coverage generated was 10x higher than previous years.

Social response
GOWEST started with a single tweet and resulted in direct response of 110,000 interactions (likes and follows) in the first week alone. Earned media for the campaign period is estimated at 680,000,000 (impressions) worldwide. *source: tweetreach.com

Sales
The secondary objective of GOWEST was to raise attendance at Stockholm Pride by 8%. The activity drove a 33% rise, smashing the objective by 300% and a year-on-year increase of 800%.

Other
GOWEST was the first and only campaign to focus on the oppression of Russian LGBTQ community, precisely when the cause was being ignored by domestic and international media. It has since inspired other local and global initiatives in support of the same cause.


More about GOWEST and the subsequent movement:

Fast Company I Huffington Post I LGBT Weekly I Wall Street Journal I Swedish Television I Aftonbladet I Yahoo I DN I RT I ESPN I QX I Sweden’s Foreign Minister Carl Bildt I Swedish Radio I Gay Star News I Salon.com I BuzzFeed I Huffington Post I Out.com I CBC I Femen.tv I Huffington Post I Pink News I The Local I Nyheter24 I Finest.se

 

Stockholm Art Week – Stockholm is your Canvas

SIYC_logo

Our brief was to put Stockholm Art Week on the map and create buzz. We took it literally and created an app that captures your movements on a map of Stockholm using GPS, and transfers this to an artist who paints the movements on a real canvas. Your ‘art walk’ became a brush stroke on the co-created art piece. People could visit www.stockholmisyourcanvas.com and see how their brush strokes – and the whole canvas – came to life through a live streamed link to the artist’s studio.

The campaign generated PR for Stockholm Art Week in local and national TV, radio and newspapers as well as international buzz online. The finished canvas was displayed at the closing party and then sold. The were used to support young artists in Stockholm.


View site View app View banner

 

SAW_siten SAW_App-icon SAW_banner

 

 

 

 

 

 


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