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Swedish National Encyclopedia media campaign
| See full size 714x982 px | |
| Released: | June 2008 |
| Brand name: | Swedish National Encyclopedia |
| Agency: | FORSMAN & BODENFORS |
| Country: | Sweden |
| Category: |
Entertainment & leisure
|
| Awards: |
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Mixed Media
Category: Use of Mixed Media
Title: ALL YOU NEED TO KNOW
Advertiser/Client: NE NATIONALENCYKLOPEDIN
Product/Service: SWEDISH NATIONAL ENCYCLOPEDIA
Entrant Company, City: FORSMAN & BODENFORS, Gothenburg
Country: SWEDEN
Media/Advertising Agency, City: FORSMAN & BODENFORS, Gothenburg
Country: SWEDEN
Category: Use of Mixed Media
Title: ALL YOU NEED TO KNOW
Advertiser/Client: NE NATIONALENCYKLOPEDIN
Product/Service: SWEDISH NATIONAL ENCYCLOPEDIA
Entrant Company, City: FORSMAN & BODENFORS, Gothenburg
Country: SWEDEN
Media/Advertising Agency, City: FORSMAN & BODENFORS, Gothenburg
Country: SWEDEN
Credit Details:
| Name | Position | Company |
| Retouch | Factory F&B | |
| Christina Appelgren | Advertiser`s Supervisor | NE |
| Maria Ingvar Bjцrklund | Advertiser`s Supervisor | NE |
| Production Designer | Factory F&B |
Innovative Media Strategy:
The objective of this campaign for The Swedish National Encyclopedia (NE) was to claim a position as the leading reference book and with a tiny budget.
Creative Execution:
The media solution became an important part of the creative idea. Or, rather, the media solution WAS the idea. Over 50 different media was used in the campaign: Posters, balloons, ads, toilet paper, flags, stickers, tvc:s, screensavers, spam etc. Everything under the motto "All you need to know. And then some."
Target Audience:
The target audience for this campaign was vistitors and exhibitors at the Book Fair. The Fair has over a 100 000 vistors and about 800 exhibitors which are the core target group for the Swedish National encyklopedia.
Effectiveness:
During the campaign in Gothenburg, new subscriptions increased by 370%! At the same time, the number of visits to the NE homepage increased by 7% compared to the same period the year before.