Försäkringskassan Case study 100 OLD THINGS FOR 100 NEW IDEAS by Garbergs Annonsbyra

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Industry Insurance
Media Case study
Market Sweden
Agency Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Sebastian Smedberg
Copywriter Sandra Beijer, Johanna Reis
Account Supervisor Lars Staffas
Released November 2011

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: May 3 2010
Art Director: Sebastian Smedberg (Garbergs)
Copywriter: Johanna Reis (Garbergs)
Copywriter: Sandra Beijer (Garbergs)
Creative Director: Petter Ödeen (Garbergs)
Graphic Design: Karin Roberts (Garbergs)
Account Supervisor: Lars Staffas (Garbergs)
Account Manager: Charlotte Lundquist (Garbergs)
Agency Producer: Annika Witkowska (Garbergs)
Digital Director: Carl Bock (Garbergs)
Strategy: Martin Gumpert (Garbergs)
: Acne Film (Film production)
: Stopp (Web production)
Media placement: National TV Campaign - 4 Spots - TV3, TV4, TV400, Kanal5, TV6, Discovery, TV8, Kanal9, Tv4Fakta - 3-20 Sept 2010
Media placement: 15 Diffrent Sites On The Web - Bink.se, MSN.se,Eniro.se, Facebook,Youtube,PlayAd, Tv4.se - 3 - 20 Sept 2010
Media placement: Banners - Eniro.se, Facebook - 3 - 20 Sept 2010
Media placement: WebTV - TV4.se, Aftonbladet WebTV, Youtube - 3 - 20 Sept 2010

Describe the campaign/entry
Försäkringskassan, the Swedish organization handling the Swedish health insurance system, has received severe criticism for being too bureaucratic, old-fashioned and even ignorant. The task was to prove that we want to accomplish real change and that we really are listening to people. We wanted to make clear that we were ready to get rid of the old Försäkringskassan in favour of the new.
Therefore, we simply traded 100 old things for 100 new ideas. We started by contacting the local offices of Försäkringskassan around Sweden, asking the employees to donate things that weren’t needed in their offices anymore. Everything from old phones to toys and furniture were contributed. Then we offered these items to the general public in exchange for ideas on how to get things done better.

Describe how the campaign/entry was launched across each channel in the order of implementation
At the campaign site we told the history of every object. Here the visitors could pick a thing of their choice and submit their idea. All the ideas which were sent in were published on the site and if you agreed with one of them you could share your likes on Facebook.
The campaign was launched in both traditional and new media. It appeared on the Swedish equivalent to e-bay, banners on national newspaper homepages, print and in a 30 seconds TV-spot. It also generated a buzz in national media.

Give some idea of how successful this campaign/entry was with both client and consumer
Before the campaign, Försäkringskassan got 850 complaints and 0 suggestions of improvement every week. During the nine days the campaign was live, 30 000 people visited the campaign site, all of them sharing thousands of interesting and helpful thoughts on how we could improve our services, and 0 complaints. We answered each and everyone and rewarded the 100 best ideas with the old things.
Directly after the campaign, Försäkringskassan created a plan for how to realise the best suggestions. Already Försäkringskassan has been able to make a few changes, among others improvement of the usability of their web services. And more changes are on their way….