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Category
Online Films & Video / Long Form - Single
Annual ID
OS22_FI083M
About the Work
Visit Sweden has a clear but challenging objective: with extremely limited funds, create global awareness about, and interest in, Sweden as a destination. This means that a campaign not only has to present appealing locations, but also be so interesting that media all over the world picks up the story. Without earned media, there is no campaign.
With Discover the Originals, we took advantage of IKEA’s fame and pop cultural status. Their weird sounding product names has become this mythical phenomenon, resulting in popular memes, Youtube sketches and talkshow segments on Jimmy Kimmel, Jimmy Fallon and the Ellen Show. What no-one outside of Sweden knew, was that a lot of the names originates from wonderful Swedish places.
By presenting new information (that IKEA’s product names aren’t just mumbo jumbo) we made the campaign news-worthy. And when we launched a new, official tourism slogan for lake Bolmen, involving local politicians, it became something more than advertising. This was a real news story from the country of Sweden.
Since the media budget was minimal, it was all up to the press release. It contained the film which told the big story as well as press material from the event, when we unveiled the billboard with Bolmen’s new slogan. A billboard that was installed permanently, still welcoming Bolmen visitors. We also had some bought online media where we used digital assets and 15 second versions of the film.
The results exceeded everyone’s expectations. The campaign generated more than 700 articles and 300 blog posts in 49 countries, with a potential organic reach of 2,1 billion. The impact was also reflected on visitsweden.com, where ”average time on page” increased with 82 %, to 7,49 min.
With Discover the Originals, we took advantage of IKEA’s fame and pop cultural status. Their weird sounding product names has become this mythical phenomenon, resulting in popular memes, Youtube sketches and talkshow segments on Jimmy Kimmel, Jimmy Fallon and the Ellen Show. What no-one outside of Sweden knew, was that a lot of the names originates from wonderful Swedish places.
By presenting new information (that IKEA’s product names aren’t just mumbo jumbo) we made the campaign news-worthy. And when we launched a new, official tourism slogan for lake Bolmen, involving local politicians, it became something more than advertising. This was a real news story from the country of Sweden.
Since the media budget was minimal, it was all up to the press release. It contained the film which told the big story as well as press material from the event, when we unveiled the billboard with Bolmen’s new slogan. A billboard that was installed permanently, still welcoming Bolmen visitors. We also had some bought online media where we used digital assets and 15 second versions of the film.
The results exceeded everyone’s expectations. The campaign generated more than 700 articles and 300 blog posts in 49 countries, with a potential organic reach of 2,1 billion. The impact was also reflected on visitsweden.com, where ”average time on page” increased with 82 %, to 7,49 min.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Forsman & Bodenfors / Göteborg
PR / Marketing Agency
Hill+Knowlton / Stockholm
Media Distribution Company
Mindshare / Stockholm
Art Director
Johanna Hofman-Bang
Copywriter
Marcus Hagglof
Writer
Elisabeth Christensson
Designer
Håkan Larsson
Director
Torbjorn Martin
Producer
Magnus Kennhed
Account Director
Ann Spennare Bengtsson
Account Executive
Johanna Bringefält
Planner
Alena Sucher
PR Strategist
Robert Johnsson
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