CELEBRITY CEASEFIRE by Akestam.holst Stockholm for The Swedish Post

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CELEBRITY CEASEFIRE

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Industry Postal, Courier, Shipping & Freight services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Mats Gadestam
Copywriter Tor Lemhag
Released June 2012

Awards

Epica Awards 2012
Media Innovation Media Innovation - Traditional Media Bronze

Credits & Description

Type of entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: THE SWEDISH POST
Product/Service: POSTAL SERVICE
Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Advertiser THE SWEDISH POST
Product POSTAL SERVICE
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Type of Entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Title: CELEBRITY CEASEFIRE
Advertiser/Client: THE SWEDISH POST
Product/Service: POSTAL SERVICE
Entrant Company: ÅKESTAM HOLST Stockholm, SWEDEN
DM/Advertising Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Media Agency: IUM Stockholm, SWEDEN

Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Tor Lemhag (Åkestam Holst)
Art Director: Mats Gadestam (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Account Manager: Anna Nolendorfs (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)



Results


The volume of direct mail brokered by media agencies was up 48 % nationwide compared to the same period the year before. It's noteworthy that the increase in sales came from media agencies that typically did not buy direct mail for their client before the campaign. This means that the earnings for the Swedish Post came from new sources thus enabling the market share to grow.
After six months the increase over the year before is still 30% month by month. This means that the attitude towards directmail in media agencies seems to have changed even in the longer perspective.



Creative Execution


Brief:
Prove the power of direct mail as a cost effective means to reach a specific target group. Do it in a way that captures the attention of marketers.

Solution:
To show how foolish it is to use public media at any cost (even though it would be much better to use direct mail), we set up an experiment: how much would it cost to arrange a dinner between two enemies if we were not allowed to use direct mail?
We asked two Swedish celebrities (that everyone knew hated each other) to try to agree on a reconciliation date, by only using public media.

Media Channels:
Through newspapers, radio, banners, airplanes, billboards etc they were able to finally become friends; at the cost of €150,000. Had they used direct mail they could have achieved the same thing at only 50 cents for a stamp.




Direct mail is a rather large media in Sweden – amounting to about 12% of the total media spend. The Swedish post is the market leader in direct mail. The problem is that about 90% of the volume is sold directly to the end client. The objective is to break through to the institutional buyers in media agencies.

The target audience was media agencies in Sweden. They know about the Swedish post and have basic knowledge about direct mail but they don’t really perceive the post as a business partner.

Media choices are many times made out of habit. Both clients and media agencies many times choose what they know instead of what’s most efficient. The insight was to open up their eyes for direct mail as a media by doing just that - choosing the habitual broad media in a very private and direct situation.