THE HERO by DraftFCB Stockholm for RADIOTJÄNST

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THE HERO

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Sweden
Agency DraftFCB Stockholm
Director Max Vitali
Creative Director Anders Dalenius
Art Director Andreas Englund
Copywriter Jesper Eronn
Released November 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: RADIOTJÄNST
Product/Service: BROADCASTING TAX PAYMENT AWARENESS
Agency: DRAFTFCB
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: DRAFTFCB , Stockholm, SWEDEN
Entry URL: http://www.en.tackfilm.se/comp
Art Director: Andreas Englund (DraftFCB)
Copywriter: Jesper Eronn (DraftFCB)
Creative Director: Anders Dalenius (DraftFCB)
Director: Max Vitali (Callboy)
Agency Producer: Markus Ahlm (Colony)
Account Executive: Per Hellberg (DraftFCB)
Film Producer: Mattias Coldén (Callboy)
Web Production Manager: Johan Brandström (Sto.pp)
Interactive Art Director: Martin Lydén (Sto.pp)
Web Developer: Norbert Tabul (Sto.pp)
Post Producer: Katrin Hjelm (Sto.pp)
Executive VFX Artist: Crawford Reiley (Sto.pp)
Music: David Engellau
Editing: Johan Wiik (Callboy)
Flash Developer: Johan Åhman (Sto.pp)
Flash Developer: Robert Badas (Sto.pp)
3D: Arvid Björn (Sto.pp)
3D: Johannes Carlsten (Sto.pp)
Matte Painting: Marko Ljubez (Sto.pp)
Account Manager: Marina Floresjö (DraftFCB)
Media placement: Internet Viral Application - Internet - 16 November 2009
Media placement: Movie Trailer - Cinema Theaters - December 2009
Media placement: Movie Poster - Cinema Theaters - December 2009
Media placement: Radio Campaign - 2 Spots - National Radio - December 2009
Media placement: TV Spot - National TV - January 2010

Describe the brief/objective of the direct campaign.
Radiotjänst administers the collection of statutory fees for public service TV/Radio in Sweden. Most households in Sweden pay the broadcast fee, but the young metropolitan target group are more reluctant. Radiotjänst wanted to show an extra ego-driven target group of young urban people that everyone is an important part of the Swedish public service system and thus getting new people to register for billing.

Explain why the creative execution was relevant to the product or service.
Radiotjänst is marketing a legislated bill, for tv and radio that's available regardless if you pay or not. As such, this bill is obviously not very appealing to many of the non-payers. Instead, it's of key importance to communicate the public benefit of the tv-fee. In this case, engagement with the recipient is the key to building understanding. An interactive Internet film, where the user is the center of the story, conveys the message that you're safeguarding independence and freedom of speech through the tv-fee. There's also an option to register for billing directly after the film.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The target audience are frequent users of Internet. Also, anyone appreciates anything that's centered around yourself. The solution is a viral application where you get to see yourself or someone you know in a movie featuring you as the hero. The whole world thanks you for helping keep the free word alive - by paying the tv-fee. At the end of the movie you get the option to register for billing.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Sweden has approximately 6 million households and 90% of these already pay their broadcasting fee. 5.2 million unique views in Sweden 29 million unique viewers worldwide 1.6 million unique movies made in Sweden 9.4 million unique movies made worldwide 500% more than the initial goal registered for billing through the application. (Swedish households) All countries in the world have seen the movie (even North Korea). As to our knowledge, the biggest interactive viral made so far Data from Google Analytics (2010-04-13).