Dagens Industri DM GREATEST AD CAMPAIGN EVER! by McCann Stockholm

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Industry Newspapers
Media Direct marketing
Market Sweden
Agency McCann Stockholm
Art Director Patrik Reuterskiöld, Max Rosell Hansson, Henric Almquist
Copywriter Martin Johansen
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Apr 21 2010 12:00AM
Entrant Company: STORÅKERS McCANN, Stockholm, SWEDEN
Entry URL: http://www.youtube.com/watch?v=FOcujXpbkhg
Copywriter: Martin Johansen (Storåkers McCann)
Account Director: Lina Wätte (Storåkers McCann)
Art Director: Patrik Reuterskiöld (Storåkers McCann)
Art Director: Henric Almquist (Storåkers McCann)
Art Director: Max Hansson (Storåkers McCann)
Junior Art Director: Oskar Skott (Storåkers McCann)
Junior Copywriter: Daniel Åhman (Storåkers McCann)
Media placement: Internet Video - Youtube - April 21 2010
Media placement: Email - Email - April 21 2010

Describe the brief/objective of the direct campaign.
The strategy of the campaign was to reach decision-makers in ad- and media agencies in a relevant but fun way so that the message would cut through the usual clutter and tiresome media-sales-argumentation. And also to dramatise the benefits of using a media that actually delivers contacts with a desired target group  in a proven and effective way.

Explain why the creative execution was relevant to the product or service.
All dailies and other media channels (competition) tend to communicate boring figures and statistics. We needed to do something different to get attention from the busy target group. The communication was relevant to the brand as it clearly stated the advantages with using a channel that you know will actually deliver a specific target group at a specific cost. When the target recieved an e-mail from someone they knew with a link they were caught off guard and embraced the message. The video was fun and engaging in order to keep the attention until the very end, and it worked. Also, the content was extremely well timed as the debate about case study videos and social media in the ad-business in Sweden was extremely lively at the time for the campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to make the target group curious and interested in watching the video, we ourselves and the client sent e-mails to people we know in ad and media agencies. We would never get people to watch it if the e-mail was sent from an anonymous address or a sales person at Dagens Industri. It was important that the recipients knew the sender in order to make it work. We then trusted the video to be so interesting that the recipients in their turn should post it or send it on to their contacts in the business, and it worked.

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.
These are the results after the first 48 h after the campaign was released on april 21-14 822 views and 27 comments on Youtube. Linked 269 times on Twitter Several influential advertising bloggers around the world has praised the campaign for its wit and timing. Article in Dagens Media (one of Sweden’s to biggest news site about media and advertising industries) with 30 reader comments.