THE PARCEL MEMORY by Akestam.holst Stockholm for The Swedish Post

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THE PARCEL MEMORY

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Industry Postal, Courier, Shipping & Freight services
Media Case study
Market Sweden
Agency Akestam.holst Stockholm
Art Director Lars Holthe
Copywriter Joakim Labraaten
Production It's Showtime
Creative Director Andreas Ullenius
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Websites & Microsites; Commercial Public Services Bronze

Credits & Description

Type of entry: Websites & Microsites
Category: Commercial Public Services
Advertiser: THE SWEDISH POST
Product/Service: NATIONAL POSTAL SERVICE
Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Production Company: (It's Showtime!)
Web Productions: (From Stockholm With Love)
Studio Assistant: Felicia Lodin (Åkestam Holst)
Graphic Designer: Olov Öqvist (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Digital Producer: Johan Eklund (Åkestam Holst)
Account Manager: Katarina Johansson (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Copywriter: Joakim Labraaten (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Creative Director: Andreas Ullenius (Åkestam Holst)
Brief Explanation
BRIEF
Promote the Swedish Post's pre-franked parcels and encourage people to send more Xmas gifts in December.
SOLUTION
The Parcel Memory - an online match-making game challenging the nation to keep the parcels in mind. If you found a matching pair you won both. But since they're identical and giving 
and receiving are just as fun, the gifts had to be sent to different receivers.
RESULTS
In December 2012, over 1% of Sweden's population spent an average of 16 minutes memorizing the Swedish Post's pre-franked parcels.