FOREVER YOUNG by Akestam.holst Stockholm for The Swedish Post

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FOREVER YOUNG

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Lars Holthe, Petra Seiler Albrektson
Copywriter Hanna Bjork, Joakim Labraaten
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: POSTEN
Product/Service: SWEDISH POST
Agency: ÅKESTAM HOLST
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL: http://ourwork.se/forever_young2/
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Hanna Björk (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Copywriter: Joakim Labraaten (Åkestam Holst)
Art Director: Petra Albrektson (Åkestam Holst)
Account Executive: Göran Åkestam (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Account Manager: Lisa Malmros (Åkestam Holst)
Web Producer: Sofia Swedenborg (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Production Manager: Henrik Adenskog (Åkestam Holst)
Director of Photography and Editing: Nisse Axman (Åkestam Holst)
Production Agency: (From Stockholm With Love)
Public Relations: (Kollektivet Livet)
Public Relations: Claes Delin (88 Grader)
Advertiser's Supervisor: Anette Eriksson (Posten)
Advertiser's Supervisor: Jonas Brodén (Posten)
Advertiser's Supervisor: Annsofie Nyström (Posten)
Media placement: Cyber - Http://www.forever-Young.nu/eng/index.php - 1 October 2009

Describe the brief/objective of the direct campaign.
An increasing part of Posten's business is to handle the posting of parcels, thanks to the e-shopping. Show people that the Swedish Post can help everyone to e-shop, including elderly people. Media budget: zero.

Explain why the creative execution was relevant to the product or service.
Bo Brundin showed that anyone can e-shop, although he was retired and had never used a computer before. He acted as living proof and inspiration to people who had already given up.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
72 year-old Bo Brundin will buy his youth back on the Internet by re-creating his bachelors’ den from the sixties in NYC. All he has is an original picture and the memories from the best time of his life. The Swedish Postal Service helped Bo with everything from digital presence planning and strategic marketing tips, to logistics and establishment of website. Bo recorded film clips with his own webcam... The website was advertised through Posten’s own website, word of mouth, facebook, twitter and Blocket.se (Sweden’s largest buy and sell market online).

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 website had more than 1,2 million visits (population in Sweden is 9 million). - The campaign was covered by some of Sweden's largest daily newspapers and national TV-channels, creating attention in media worth 9,5 times more than production costs (agency fees included). - Time spent on the internet, have increased by 44 percent, for the age group 66-76. Experts also claim a growth of 100 million euros in Swedishe-trade for the last 12 months. - The campaign ended earlier than expected, thanks to the massive support from the public, helping Bo to buy his youth back.