THE WAKE-UP CALL by Naked Communications for Aftonbladet

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THE WAKE-UP CALL

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Industry Magazines, Online Retail & E-stores
Media Promo & PR, Case study
Market Sweden
Agency Naked Communications
Creative Director Christoffer Dymling
Art Director Zeke Tastas
Copywriter Leo Dahlin
Creative Fredrik Preisler
Account Supervisor Johan Falk
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: AFTONBLADET
Product/Service: ONLINE MAGAZINE
Agency: NAKED COMMUNICATIONS
Date of First Appearance: Oct 13 2010
Entrant Company: NAKED COMMUNICATIONS, Stockholm, SWEDEN
Entry URL: http://femplushelg.aftonbladet.se/eng/
Account Supervisor: Johan Falk (Naked Communications)
Account Manager: Anna Wallin (Naked Communications)
Creative Director: Christoffer Dymling (Naked Communications)
Creative: Fredrik Preisler (Naked Communications)
Art Director: Zeke Tastas (Freelance)
Copywriter: Leo Dahlin (Freelance)
Strategist: Fredrik Svensson (Naked Communications)
Founder/Producer: Karl Rosander (Strip Digital)
Visual Artist: Christoffer Öberg (Strip Digital)
Interactive Developer: Martin Wijk (Strip Digital)
Media placement: Banners - Aftonbladet.se, Blocket.se etc - 13 October 2010
Media placement: Mobile - Mobile - 13 October 2010
Media placement: Website - Website - 13 October 2010

Insights, Strategy & the Idea
Aftonbladet, Sweden’s largest evening paper wanted to promote the fact that their weekend entertainment supplement – Nöjesbladet offers everything needed for a great weekend, from nightlife to leisure.

A real kick-ass weekend is best enjoyed with your friends. But what to do when some of them have become boring, occupied with career, kids & relationships instead of hanging out with you? Do you really have the guts to tell them how lame they’ve become?

We wanted to find a way in which Nöjesbladet could help you with the above. Making the promise for a great weekend even better.

Creative Execution
We offer the possibility of Alex Schulman, Nöjesbladet’s infamous and sharp-tongued writer, personally telling-off your friend to stop being a bore. Personalize the message anyway you want, we use a voice generator system that tell your words through Alex’s voice, thus hitting deeper. Send the generated movie through mail, Facebook or have Alex call your friend, LIVE in the browser, while you listen. Next time watching Nöjesbladets Web-TV we'll check his cookies and interrupt with a personal "commercial break" from Alex reminding him how lame he’s become. This comprehensive wake-up call will let him know that he needs two things to get out of his boredom. Nöjesbladet and You.

Results and Effectiveness
Without any media investment the site generated over 80 000 unique visitors to Nöjesbladet.se within the first week.

Over 75 % of all visitors where generated through viral.

Resulting in a all time high number of visitors to Nöjesbladet.se