Stockholm Pride DM HOW HETERO? by Akestam.holst Stockholm

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Industry Shows, Events & Festivals
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Yvan Archimbaud, Lars Baecklund
Copywriter Monica Born, Joakim Labraaten, Kalle Åkestam Åkestam Holst
Released July 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: GAY FESTIVAL
Date of First Appearance: Jul 6 2009 12:00AM
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL:
Creative Director: Martin Cedergren (Åkestam Holst)
Copywriter: Kalle Åkestam (Åkestam Holst)
Art Director: Yvan Archimbaud (Åkestam Holst)
Art Director: Lars Baecklund (Åkestam Holst)
Copywriter: Joakim Labraaten (Åkestam Holst)
Copywriter: Monica Born (Åkestam Holst)
Intercative Creative Director: Paul Collins (Åkestam Holst)
Account Director: Fredrik Widén (Åkestam Holst)
Account Manager: Bella Lagerquist (Åkestam Holst)
Web Designer: Ellinor Bjarnolf (Åkestam Holst)
Production Agency: (River Cresco)
Production Agency: (Thomson Intercative)
Production Agency: (The Brewery)
Marketing Manager: Jessica W Sandberg (Stockholm Pride)
Marketing Manager: Claes Nyberg (Stockholm Pride)
Media placement: Cyber - Http:// - 12 July 2009
Media placement: Cyber - Http:// - 12 July 2009
Media placement: Cyber - Http:// - 12 July 2009
Media placement: Cyber - Http:// - 12 July 2009

Describe the brief/objective of the direct campaign.
After ten years, we wanted to open up our selves and invite the public, and have a live debate. We wanted to create PR effects and use these to promote our theme.

Explain why the creative execution was relevant to the product or service.
With a simple and relevant tool, we transformed a complex issue into a concrete question.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Everyone has a life on the Internet, everyone is open on the Internet, everyone leave traces on the Internet. The idea was to instead of creating a normal campaign site, we gave people something to talk about. We started the discussion with one simple question: How hetero are you ?

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.
- More than 2,1 million unique visitors from 151 countries. - The world's most shared link on Twitter for two days in July. - For the first time ever, Stockholm Pride, became the most covered cultural event in Sweden during 2009.