THE WORLD'S BEST COMPETITION FOR SWEDISH ADVERTISING by Crispin Porter + Bogusky Gothenburg for KOMM

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THE WORLD'S BEST COMPETITION FOR SWEDISH ADVERTISING

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Industry Shows, Events & Festivals
Media Direct marketing
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner
Creative Director Anders Gustafsson
Art Director Dennis Rosenqvist, Martin Jon Adolfsson, Joakim Khoury, Nika Hellstrom
Copywriter Robert Aquadro, Annica Brinck, Niklas Moberg
Released January 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: KOMM
Product/Service: AWARD COMPETITION
Agency: CP+B
Date of First Appearance: Jan 12 2011
Entrant Company: CP+B, Gothenburg, SWEDEN
Entry URL: www.guldagget.se
Executive Creative Director: Gustav Martner (CP+B)
Creative Director: Anders Gustafsson (CP+B)
Art Director: Dennis Rosenqvist (CP+B)
Art Director: Nika Hellstrom (CP+B)
Art Director: Joakim Khoury (CP+B)
Senior Art Director: Mattias Berg (CP+B)
Art Director: Martin Jon Adolfsson (CP+B)
Copywriter: Robert Aquadro (CP+B)
Copywriter: Annica Brinck (CP+B)
Copywriter: Niklas Moberg (CP+B)
Motion Designer: Jorgen Bengtsson (CP+B)
Senior Visual Designer: Daniel Kvist (CP+B)
Final Art: Per Westlund (CP+B)
Content Supervisor: Alexandra Moberg (CP+B)
: Simon Vahlne (Simon Vahlne)
: (Billes)
: (TMP Media Group)
Media placement: Annual - Direct Mailing - January 12, 2011
Media placement: Diploma - Direct Mailing - January 12, 2011
Media placement: Viral Video - YouTube, guldagget.se - January 12, 2011

Describe the brief/objective of the direct campaign.
The last three years, entries for Swedish advertising award Guldägget (the Golden Egg) have decreased in favour for international shows:
2007: 1 402
2008: 1 340 (-4%)
2009: 1 217 (-9%)
2010: 1 063 (-13%)
The objective was simple – increase the number of entries for this year’s awards.
The main target group was employees of members of the Swedish association of communication – in total 275 different agencies. In total, 1921 pieces were sent out. The object was to get more entries to the Golden Egg. We needed to prove that a Swedish jury understands Swedish work like no one else.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Key employees of the member agencies received a revised annual for 2010 and a reminder to send in entries to this year’s awards. New winning agencies also received updated diplomas.

The enclosed letter reminded the target audience to send in entries to this year’s awards and pointed them to an online documentary where three juries from Asia, Ghana and Latvia re-judged last year’s (2010) Golden Egg winners.

Explain why the creative execution was relevant to the product or service.
More than just being a reminder to send in entries, the creative solution worked as a wake-up call for all agencies that have started to skip the Golden Egg in favour for international shows. We proved that our juries are the only ones who can truly understand and judge Swedish advertising in a fair way.

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.
The documentary hit an average of 44 views per agency in the target audience (in total 12 000+ views). And the campaigned turned the decrease in entries into an increase of +9% (100 more than the previous year).
The project was done on a budget of just over 10 000 $, excluding agency fees:
Film team & editing – $6 500
Print & Shipping – $3 900
With an average fee of 405$/entry, the campaign's 9% increase generated 471 914 $ or 40 500$ more than the previous year. A ROI of three times the invested budget.