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WHO CARES?

headlinecnen
A person will stay locked up until replaced
basics
Industry: Professional & Public services
Media:Promotion & Event
Market:Sweden
Style: Minimalism
descriptioncnen
Describe the brief from the client
The Swedish Armed Forces are once again recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. To highlight this, and to show the demanding nature of the job, we decided to stage exactly that scenario. We wanted to activate the target group while simultaneously raising the question. Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash-tag?

Describe how the promotion developed from concept to implementation
To highlight the sacrificial aspect of working for the Swedish Armed Forces, we staged a scenario over the course of 4 days. We placed a box with an enclosed room in central Stockholm. A person willingly agreed to sit there until someone else took his place. Every hour a door would open, and if someone was there to take the place, he could leave. The question communicating the whole event was: Who cares? Because this time the only way to act was to physically take the place yourself.

Describe the success of the promotion with both client and consumer including some quantifiable results:
The aim of the recruitment campaign was to gather 4,300 applicants for 1,430 open positions. The event and the campaign helped site visits exceed 200,000 in just a couple of days. Social media, blogs, and forums quickly lit up with discussions concerning the recruitment campaign, and public service also reported of it. During a total of 89 hours that people could sit in the box, 74 people decided to enter and help whoever was in there. At the end of the campaign, 9,930 applications had been received. More than 2 times above the target.

Explain why the method of promotion was most relevant to the product or service
The event served to highlight an occupation where you have to give up your own comfort to help others. And to make a real difference, you need to act for real. Therefore the event was streamed live on a campaign site from where visitors could do nothing to help the person. There was no status update that would free him, and no tweet that could make a difference. By having to take the place physically we presented our target group with a predicament and a situation natural to the Swedish Armed Forces, that they perhaps might never consider.
credit
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Other credit:Digital Producer: Elisabet Halming
Business Director: Johan Dannemann
Digital Design: Robin Karlsson
Developer: Sebastian Ross
Print Production Manager: Anna Hellenberg
Media Agency: Carat
Production Event: Atomgruppen
awards
New York Festival International Advertising Awards 2013
Bronze Outdoor
Ambient
New York Festival International Advertising Awards 2013
Bronze Outdoor
Corporate Image
Cannes Lions International Festival of Creativity 2012
Silver Promo
Best Integrated Campaign Led by Promotion and Activation
Cannes Lions International Festival of Creativity 2012
Bronze Promo
Best Use of Experiential Marketing in a Promotional Campaign
Cannes Lions International Festival of Creativity 2012
Bronze Promo
Charities
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Interactive
Integrated Campaigns
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Other
Integrated Campaigns
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Interactive
Public Interest
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Other
Public Interest
Eurobest - The European Advertising Festival 2012
Silver Direct
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Silver Direct
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Silver Direct
Event & Field Marketing
Eurobest - The European Advertising Festival 2012
Silver Integrated
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Silver Integrated
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Silver Integrated
Event & Field Marketing
Eurobest - The European Advertising Festival 2012
Silver Integrated
Integrated
Eurobest - The European Advertising Festival 2012
Silver Interactive
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Silver Interactive
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Silver Interactive
Event & Field Marketing
Eurobest - The European Advertising Festival 2012
Silver Outdoor
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Silver Outdoor
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Silver Outdoor
Event & Field Marketing
Eurobest - The European Advertising Festival 2012
Silver Outdoor
Integrated
Eurobest - The European Advertising Festival 2012
Silver Promo & Activation
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Silver Promo & Activation
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Silver Promo & Activation
Event & Field Marketing
Eurobest - The European Advertising Festival 2012
Bronze Direct
Best Integrated Campaign Led by Promo & Activation
Eurobest - The European Advertising Festival 2012
Bronze Direct
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Bronze Integrated
Best Integrated Campaign Led by Promo & Activation
Eurobest - The European Advertising Festival 2012
Bronze Integrated
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Bronze Interactive
Best Integrated Campaign Led by Promo & Activation
Eurobest - The European Advertising Festival 2012
Bronze Interactive
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Bronze Outdoor
Best Integrated Campaign Led by Promo & Activation
Eurobest - The European Advertising Festival 2012
Bronze Outdoor
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
Bronze Promo & Activation
Best Integrated Campaign Led by Promo & Activation
Eurobest - The European Advertising Festival 2012
Bronze Promo & Activation
Charities, Public Health & Safety & Public Awareness Messages
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