SVERIGES ANNONSÖRER Promo, Case study THE JURY by Lowe Brindfors Stockholm

THE JURY

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Josephine Wallin
Copywriter Niclas Nilsson
Account Supervisor Johan Ohlin
Typographer Mimmi Wagerth, Anette Soderberg
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: SVERIGES ANNONSÖRER
Product/Service: EFFECTIVENESS AWARD COMPETITION
Agency: LOWE BRINDFORS
Date of First Appearance: Dec 22 2010
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Art Director: Josephine Wallin (Lowe Brindfors)
Copywriter: Niclas Nilsson (Lowe Brindfors)
Account Supervisor: Johan Öhlin (Lowe Brindfors)
Account Manager: Andreas Hallgren (Lowe Brindfors)
Typographer: Mimmi Wägerth (Lowe Brindfors)
Typographer: Anette Söderberg (Lowe Brindfors)
Studio Assistant: Marcus Hård (Lowe Brindfors)
Media Strategy: Jonas Nyvang (Starcom)
Media placement: Outdoor Posters - Abribus - 22 December 2010
Media placement: Print Ad - Daily Newspaper "Härjedalen" - 22 December 2010
Media placement: Banner - Tractorpower.se - 26 December 2010
Media placement: Tvc - Channel 9 - 27 December 2010
Media placement: Event - Live At Centre Of Hökarängen - 22 December 2010
Media placement: DM - By Post Mail - 23 December 2010
Media placement: PR - By E-Mail - 22 December 2010
Media placement: Design - Business Card - 27 December 2010
Media placement: Radio - Radio Active - 27 December 2010

Insights, Strategy & the Idea
The brief was to raise the status of 100W (the Swedish awards for advertising effectiveness) among creatives.

Target audience: Sweden’s foremost and most influential creatives.

Insight: If we show that effective advertising can be creative, we’ll inspire creatives to participate in 100W.

Relevant to client: 100W is arranged by the Association of Swedish Advertisers. Its members have everything to gain from effective advertising and deep down inside even creatives know that effective advertising is good advertising.

Creative Execution
Solution: Sweden’s most prestigious creatives are naturally found in the jury of Guldägget (Sweden’s One Show/AD & D/Cannes Festival/Clio). So. We made the jury of Guldägget the target of our message from 100W. It was an effective and creative way to reach the target audience, which is exacty what 100W stands for.

Results and Effectiveness
The entire target audience saw the campaign and digested the message. They had to, they were the jury of Guldägget and the campaign was a submission. A 100% direct hit.