The Swedish National Debt Office Case study BAD LOSER by McCann Stockholm


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Industry Lottery & Gambling
Media Case study
Market Sweden
Agency McCann Stockholm
Director Max Vitali
Art Director Cecilia Dufils, Peter Eriksson, Ola Von Bahr
Producer Nils Ljunggren
Released February 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: LOTTERY BONDS
Date of First Appearance: Mar 1 2010
Account Director: Robert Nygren (Storåkers McCann)
Account Manager: Mirja Hjelm (Storåkers McCann)
Art Director: Ola von Bahr (Storåkers McCann)
Copy Writer: Christian Heinig (Storåkers McCann)
Copy Writer: Markus Bjurman (Storåkers McCann)
Art Director: Cecilia Dufils (Storåkers McCann)
Art Director: Peter Eriksson (Storåkers McCann)
Account Director: Peter Bergendahl (Storåkers McCann)
Final Art: Eric Moretti (Storåkers McCann)
Final Art: Calle Cassel (Storåkers McCann)
Director: Max Vitali (Callboy)
Producer: Nils Ljunggren (Callboy)
Production company: B-Reel (B-Reel)
Media placement: Outdoor Campagin - 4 Motives - Eurosize Posters - 23 March 2011
Media placement: Ambient - Bad Loser Tennis - Bus Stop Eurosize Poster - 23 March 2011
Media placement: Ambient - Slot Machine - Eurosize Poster - 23 March 2011
Media placement: Press Ads - Newspapers - 23 March 2011
Media placement: TVC Campaign - 2 Spots - TV4, Discovery, TV10, TV6, Kanal9, Eurosport - 18 March 2011
Media placement: Web Site - Internet - 8 March 2011
Media placement: Banners - Internet - 8 March 2011
Media placement: Micro Site - Internet - 22 February 2011
Media placement: Viral - Internet - 22 February 2011

Describe the campaign/entry
Love winning but hate losing?

That’s the concept from which Riksgälden, the Swedish National Dept Office, communicates it’s Lottery Bonds. It’s a win-win product which means you can win a million, but always get your money back even if you don’t win. Simply – you can’t lose. The campaign comes in different shapes and forms. Sometimes bold and obvious, …sometimes under camouflage. Yet it talks to only one person. The bad loser inside us all.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign launched it’s message 'Love winning, but hate losing' though outdoor and ambient media, printads, films, websites, banners, microsites and virals. We even wrote a song.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign has had a massive viral spread in Sweden with more than 1,5 million views on Youtube as well as hundreds of blogs and discussion forums. The authencity of the films has even been up for discussion in national tv- and radio shows. And the popularity of the concept is maybe most proven by the fact that we got Sweden's former Prime Minister to take part in the fun of being a bad loser last year.
However, most importantly of all, the campaign has given 100.000 new customers and improved the relative preference of The National Debt Office as a prefered savings institution for the Swedish people with 150%.