The Swedish Post Print SWEDEN'S SAFEST HANDS by Akestam.holst Stockholm

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SWEDEN'S SAFEST HANDS

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Industry Postal, Courier, Shipping & Freight services
Media Print, Magazine & Newspaper
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Lars Holthe
Copywriter Hanna Bjork
Released September 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: THE SWEDISH POST
Product/Service: POSTAL SERVICE
Agency: ÅKESTAM HOLST
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Hanna Björk (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Digital Producer: Johan Eklund (Åkestam Holst)
Account Manager: Daniel Sundin (Åkestam Holst)
Account Manager: Maria Ljung (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
Graphic Designer: Anna Forsberg (Åkestam Holst)
Web Designer: Andreas Dagman (Åkestam Holst)
Agency Producer: Leila El-Zein (Åkestam Holst)
Motion Designer: Nisse Axman (Åkestam Holst)
Account Executive: Göran Åkestam (Åkestam Holst)
Studio Assistant: Kim Ihre (Åkestam Holst)
Web Production: (From Stockholm With Love)
Sound Design: (Plan 8)
Media placement: Mobile - App Store - 1 September 2011
Media placement: Cyber - Campaign SIte - 1 September 2011

Describe the objective of the promotion.
The Swedish post is the safe choice for shipping. They have by far the best quality on the market. This gives them a position as the “safe choice”. But safe is boring. Since safe still is the most relevant factor for choosing a partner for shipping the insight was that we needed to make safe less boring.
The objective in the brief was to make safety more exiting for to young people!
Promotion period was two weeks

Describe how the promotion developed from concept to implementation.
To just say that the Swedish post is the safest will not engage people enough. And to describe it with traditional means is not engaging enough. We needed to find a way for people to experience the effort and passion that goes into every parcel that the post delivers.

We took all the efforts and skills it takes for the mailman to deliver a parcel and translated it into a fun game and an engaging competition.

Explain why the method of promotion was most relevant to the product or service.
Transportation of parcels is a low involvement product/service. Yet both sender and receiver expect a lot from the service. The parcel must be delivered in time to the correct recipient and must not be damaged in any way. This is where safety comes in. But safe is boring – how can we communicate safe in a more exciting way?

To just say that the Swedish post is the safest will not engage people enough. And to describe it with traditional means is not engaging enough. By creating a digital promotion we found a way for people to experience the effort and passion that goes into every parcel that the post delivers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The competition/promotion lasted two weeks. The goal for number of players were set at 5000 and we anticipated them to make 10 attempts each. Despite the limited time period, the competition had 18 000 competitors who made more than 230 000 attempts to deliver a parcel. On average they spent more than 9 minutes engaging with the content.