TEMPORARY HOUSING ALLOWANCE by Garbergs Annonsbyra for Försäkringskassan

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TEMPORARY HOUSING ALLOWANCE

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Industry Consumer & Public services
Media Direct marketing
Market Sweden
Agency Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Sebastian Smedberg
Copywriter Johanna Reis
Released January 2011

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: FÖRSÄKRINGSKASSAN
Product/Service: STUDENT HOUSING
Agency: GARBERGS
Date of First Appearance: Jan 17 2011
Entrant Company: GARBERGS, Stockholm, SWEDEN
Art Director: Sebastian Smedberg (Garbergs)
Copywriter: Johanna Reis (Garbergs)
Creative Director: Petter Ödeen (Garbergs)
Graphic Design: Karin Roberts (Garbergs)
Art Director assistant: Josephine Fahlstedt (Garbergs)
Account Manager: Charlotte Lundquist (Garbergs)
Account Superviser: Lars Staffas (Garbergs)
Strategy: Martin Gumpert (Garbergs)
Webb production: Web (BannerBoy)
Media: Media (Carat)
Public Relations: (Prime)
Media placement: Alternativ Media - Uppsala University Student Dorms - 15:th December 2010 - Ongoing

Describe the brief/objective of the direct campaign.
Försäkringskassan manages Sweden’s social insurance programs. They wanted to inform students about Housing Allowance. Although Försäkringskassan is well known to the target group, most students have never before been in direct contact with them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Although the campaign had a very limited budget, it´s message will always be relevant since new students are constantly arriving - therefore, we wanted to do a campaign that could live on for a long time.
The campaign had a very small budget of 1100 euro (which, in comparison, is just enough to cover for a small ad in Uppsala local newspaper). However, we wanted to find a way to make the campaign live longer. After all, the message will always be relevant since new students are constantly arriving.
So, we screen printed information on how to apply for housing allowance on furniture, which was placed in student’s dorms. The furniture clearly states anyone is free to walk of with them at any time – making it a never-ending campaign, spread between those who need the contribution the most.

Explain why the creative execution was relevant to the product or service.
The social insurance program is designed to help those who need it the most. The aim of this particular campaign was to improve students living conditions. By letting furniture be our media, both the information and the actual campaign itself contribute to student’s households. And will continue to do so, for as long as the furniture last.

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.
Since the start of the campaign, 27 795 students have visited the webpage for housing allowance referred to on the furniture. The total budget for the campaign was only 1100 euro, meaning an average cost of 0,04 euro per response. A cost, that will continue to decrease over time, as students continue to carry out the message on the furniture, literally.