The Swedish Post Office: "FOREVER YOUNG" Print Ad by Akestam Holst

Category: Viral Marketing
Advertiser: POSTEN
Product/Service: THE SWEDISH POST
Agency: ÅKESTAM HOLST
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL: http://ourwork.se/forever_young2/
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Hanna Björk (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Copywriter: Joakim Labraaten (Åkestam Holst)
Art Director: Petra Albrektson (Åkestam Holst)
Account Executive: Göran Åkestam (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Account Manager: Lisa Malmros (Åkestam Holst)
Web Producer: Sofia Swedenborg (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Production Services: Henrik Adenskog (Åkestam Holst)
Director of Photography and Editing: Nisse Axman (Åkestam Holst)
Production Agency: (From Stockholm With Love)
Public Relatons: (Kollektivet Livet)
Public Relatons: Claes Delin (88 Grader)
Advertiser's Supervisor: Anette Eriksson (Posten)
Advertiser's Supervisor: Jonas Brodén (Posten)
Advertiser's Supervisor: Annsofie Nyström (Posten)

English Synopsis
Brief: An increasing part of Posten's business is to handle the postings of parcels, thanks to the e-shopping. Show people that the Swedish Post can help everyone to e-shop, including elderly people. Media budget: zero. Solution: 72 year-old Bo Brundin will buy his youth back on the Internet by re-creating his bachelors’ den from the sixties in NYC. All he has is an original picture and the memories from the best time of his life. The Swedish Postal Service helped Bo with everything from digital presence planning and strategic marketing tips, to logistics and establishment of website. Bo recorded film clips with his own webcam... Results: - The website had more than 1,2 million visits (population in Sweden is 9 million). - The campaign was covered by some of Sweden's largest daily newspapers and national TV-channels, creating attention in media worth 9,5 times more than production costs (agency fees included). - Time spent on the internet, have increased by 44 percent, for the age group 66-76. Experts also claim a growth of 100 million euros in Swedishe-trade for the last 12 months. - The campaign ended earlier than expected, thanks to the massive support from the public, helping Bo to buy his youth back.