Welcome home, Z

How the tallest building in the Nordics became the largest digital billboard in the world.

BACKGROUND
Swedish football club Malmö FF has given the world a number of football legends,
with Zlatan Ibrahimović possibly their greatest yet.

Zlatan, now playing for Paris Saint-Germain FC, had a chance to make epic history
by playing against his old club in the group stage of Champions League.

MFF wanted to give him a warm welcome home to Malmö.

CHALLENGE
How could we activate the sponsorship between main sponsor E.ON and Malmö FF
in connection with one of 2015’s biggest sporting events?

As an extra challenge, only Champions League sponsors were allowed inside the
stadium. This meant we had to think outside the box (the arena).

STRATEGY
Timing and location were crucial in order to gain as much attention as possible.
We picked the most visible media placement in the Nordics – the Turning Torso –
and launched the activity just before Zlatan’s arrival in Malmö.

IDEA
To mark the return of a legend, E.ON used its renewable energy to light up a giant
blue ‘Z’ on the previously hidden ‘Z’ shaped struts on the very top of Turning Torso.

RESULTS
The event was experienced in real-time, fuelling huge online noise about the game.
And in just a few hours all of the Swedish – and lots of international – sports and
news channels had picked up the story, generating a flood of coverage.

The ‘Z’ symbol was uploaded and shared tens of thousands of times on social media,
generating over 3.85 million social interactions. With a total reach of over 930
million people it was the most trending story that day, despite no media spend.

Even Zlatan couldn’t fail to notice the celebrations and expressed his gratitude
several times during his press conference.

Later that evening and on match day itself, the huge ‘Z’ was replaced with the MFF
logo to show the city’s allegiance to the club and invite all MFF supporters to focus
on the crucial game ahead.

The activity also highlighted E.ON as an enabler and an opportunity to talk about
renewable energy.

The residents of Malmö got a proud memory to last a lifetime as MFF and E.ON
literally took their sponsor relationship to the next level.

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 Stunt

To promote its nonstop flight to New York, Norwegian Airlines transformed an Oslo metro station into
a New York subway stop in a fun one-day stunt.

The entire Nationaltheatret station was given a NYC makeover and turned into Times Square hub, with
everything including walls, platforms, signage and advertising featuring the New York equivalent.

Commuters emerging from the trains encountered American football players, a gospel choir, preachers,
Spiderman and even Times Square legend The Naked Cowboy. There were also cops, hot dog vendors, and,
as seen in this video, fake Mafioso-style heavies on the trains discussing their subway routes.

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

nsny kopia

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 en
ny typ av funktion som automatiskt paketerar nyheterna efter läsarens tid och intresse.

Funktionen kallar vi för Snabbt om och Allt om. Väljer man Allt om blir man serverad alla
nyhetstexter som SvD:s journalister har skrivit om händelsen. Från första notisen till senaste
analysen. 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 utvecklade, finslipade och implementerade sen funktionen
både i datorn, mobilen och läsplattan. Dessutom används den i SvD:s egna nyhets-tweets.
Sen lanseringen har över 500 artiklar skapats med en Allt om och en Snabbt 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

Norwegian – Next Stop New York

Bakgrund
Norwegian är mest känt för sina låga priser. Att de flyger direkt till mer exotiska resmål,
som från Oslo till New York, är mindre känt. Vi behövde påminna norrmän om hur nära
omvärlden faktiskt är – bara ett stopp bort.

Insikt
New York går inte att beskriva, utan måste upplevas.

Digital strategi
I en tid när alla har en mobiltelefon i fickan ville Norwegian bjuda in så många Oslobor som
möjligt till en spontan upplevelse av New Yorks puls. Och skapa interaktivitet i real-tid på ett
helt nytt sätt.

Idé
Tunnelbanan blev vår plattform för att dramatisera närheten till New York i ett enda stopp.
Med hjälp av 600 m2 väggvinyl gjordes Nationaltheatret Station i centrala Oslo om till en
replika av ikoniska Times Square 42 St. Station i New York. Spindelmannen, fotbollsspelare,
gospelkör, breakdancers, Yankee-fans och den levande legenden från Times Square:
The Naked Cowboy bjöds in för att skapa en unik NY-atmosfär. Även kartor, annonser,
skyltar med mera gjordes om för att skapa en autentisk kuliss.

Resultat
Över 40 000 resenärer passerade Nationaltheatret station den dagen och många interagerade
live på olika sociala plattformar. En film spred budskapet vidare online och inom loppet av några
timmar plockade både svensk och internationell media upp händelsen.

Och i december, månaden efter eventet, såg en försäljningsökning på hela 9%.

Se onlinefilmen här:
https://www.youtube.com/watch?v=gXSQ95Yc4UM

nsny kopia

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)

E.ON / Malmö FF – Welcome home, Z!

Hur Nordens högsta byggnad blev världens största digitala reklamtavla.


Malmö FF har gett världen många stjärnor och Zlatan Ibrahimović är utan tvekan den största.
I höstas återvände han till Malmö med sitt Paris Saint-Germain FC för att möta sin barndomsklubb
i en historisk Champions League match.

Briefen: Hur kan vi aktivera sponsorskapet mellan MFF och E.ON och hälsa honom välkommen
hem när det bara är Champions Leauges egna sponsorer som får förekomma på arenan? Och att
nå ut i media på ett sätt som är relevant både för sammanhanget och för E.ON då mediebruset
kring matchen är enormt?

Aktiviteten tajmades med Zlatans ankomst till Malmö och den stora presskonferensen dagen
innan matchen.

Nordens högsta byggnad Turning Torso blev en gigantisk digital reklamtavla för meddelandet;
ett lysande Z där balkarna just formar ett Z. Elen kom från E.ON:s förnybara energikällor.

Resultatet blev en digital hälsning riktad till en enda person men som omtalades världen över.
På några timmar hade alla svenska och en mängd internationella medier tagit upp händelsen.
Med +3,85 miljoner interaktioner och en total räckvidd på +930 miljoner impressions blev det
den mest trendande nyheten för dagen.

I E.ONs brandtracker noterades en markant ökning av både word-of-month och positivt buzz
kring E.ON som varumärke under samma vecka. Aktiviteten stärkte också bilden av E.ON som
möjliggörare och de fick ett engagerade tillfälle att prata om förnybar energi.

Bäst av allt; vi nådde 100% räckvidd och respons i den primära målgruppen, Zlatan, som
uppmärksammade tilltaget och utryckte sin tacksamhet under presskonferensen. Se klipp här.

Senare på kvällen, och under själva matchdagen ersattes Z med MFF:s emblem för att uppmana
alla Malmö FF anhängare att fokusera på den viktiga matchen.

Exempel på genomslag i media:
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_sve

Zmarta Index

Bakgrund
Zmarta är är en ny finansiell tjänst och det nya smarta sättet att jämföra lån online och hitta de bästa
alternativen för dina pengar.

Utmaning
Att göra smarta val kan ibland vara svårt. För även som priset har stor betydelse behöver inte alltid det
billigaste alternativet vara det som passar just dig bäst.

Strategi
Då Zmarta är en helt ny aktör, behöver vi skapa förtroende och nå ut till olika målgrupper på ett nytt sätt.

Lösning
För att navigera i djungeln av valmöjligheter finns tog vi fram ett speciellt Zmarta Index – din experthjälp
när det kommer till att göra smarta val.

Varannan månad lanseras ett nytt Index kring ett aktuellt ämne. Till exempel ett Snöindex som visar vilka
populära skidorter som ger svenskarna mest snö för pengarna eller ett Allsvenskt målindex som reder ut
vad man som fotbollssupporter faktiskt får för pengarna.

Resultat
De olika Indexen har fått stort genomslag i media och på så sätt både ökat kännedom om varumärket och
genererat trafik till tjänsten.

Prova några Zmarta Index här:
Snöindex
Hälsoindex
Allsvenskt målindex
Tivoli index
Sommarstadsindex

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.
-
-

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.
-
-

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.
-
-

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.
-
-
 

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

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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).

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


Link to website:
www.gowest2013.com

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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

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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.


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