Sl (the Stockholm Public Transport ) DM THE SL MINIATURE CANVAS by Saatchi & Saatchi Stockholm

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Industry Public Transport, Mass Transit
Media Direct marketing
Market Sweden
Agency Saatchi & Saatchi Stockholm
Art Director Gustav Egerstedt
Copywriter Petter Dixelius
Released January 2011

Credits & Description

Category: Dimensional Mailing
Date of First Appearance: Jan 10 2011
Entrant Company: SAATCHI & SAATCHI, Stockholm, SWEDEN
Art Director: Gustav Egerstedt (Saatchi & Saatchi)
Copywriter: Petter Dixelius (Saatchi & Saatchi)
Account Director: Tom Hedström (Saatchi & Saatchi)
Account Manager: Maria Lindskog Klasén (Saatchi & Saatchi)
Art Director Assistant: Maria Wester (Saatchi & Saatchi)
Planner: Linn Johnsson (Saatchi & Saatchi)
Canvas production: (Alfa Print)
Media placement: Packages With Mini canvases - Direct Mail Delivered By Courier - January 17th

Describe the brief/objective of the direct campaign.
SL is the public transport company of Stockholm. The brief was to create a launch campaign for a new service: the possibility to design your own Access-card (the Stockholm equivalent of the London Oyster card). There was no sales target but mainly to change the perception of SL amongst travellers. SL wanted to be perceived as more relaxed and fun. The target group were existing travellers that already used an Access-card. We knew from past experience that the travellers are very engaged in the brand SL and are eager to express themselves on SL’s operation and mere existence.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited Stockholmers to participate in a design contest on-line. Towards the general public the campaign was launched via outdoor, print and banner ads. But to create an extra tension in the competition we made a niche campaign towards design students. We produced a special invitation for the design schools in form of miniature canvases, sized as Access-cards (credit card size). The mini canvases were sent out to all the students as a D.M. On the back of the little canvases was a text encouraging the students to start sketching and submit their work to our campaign site.

Explain why the creative execution was relevant to the product or service.
The mini canvases were the perfect DM to send out to design students as the limited format triggered their fantasy.

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”design schools vs. general public” part of the campaign gave a PR angle, which brought attention to the contest in a spread of local media.
- Comparing the number of canvases sent out and the number of design students participating and the result was mind-blowing. We got 183 submissions from design students, compared to the 100 canvases sent out.
- In total the campaign site got 230 000 unique visitors and 8970 uploaded designs in the three weeks the campaign was running. These numbers can be compared to the total number of residents of greater Stockholm; about 2 millions.