Ericsson Promo, Case study BIG CHEER by Lowe Brindfors Stockholm

Adsarchive » Promo , Case study » Ericsson » BIG CHEER


Pin to Collection
Add a note
Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Kristian Luoma, Lina Brunzell
Copywriter Joakim Wållgren
Typographer Jeanette Andersson
Released June 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: ERICSSON
Product/Service: MOBILE
Date of First Appearance: Jun 1 2010
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Directors: Villard/Bartholf/Wretblad (Lowe Brindfors)
Art Director: Kristian Luoma (Lowe Brindfors)
Art Director: Lina Brunzell (Lowe Brindfors)
Copywriter: Joakim Wållgren (Lowe Brindfors)
Web Designer: Peter Borell (Lowe Brindfors)
Account Superviser: Annette Gårdå (Lowe Brindfors)
Planner: Annika Rehn (Lowe Brindfors)
Digital Producer: Lisa Flacké (Lowe Brindfors)
Event Producer: Lennart Söderberg (Lowe Brindfors)
Film Producer: Carl-August Savgård (Lowe Brindfors)
Account Manager: Sofie Holmström (Lowe Brindfors)
Typographer: Jeanette Andersson (Lowe Brindfors)
Tech: Teenage Engineering (Teenage Engineering)
Event Builder: Advers (Advers)
Web Development: Zooma (Zooma)
Media placement: Campaign Site - - 1 June 2010

Insights, Strategy & the Idea
ERICSSON wanted to be part of the FIFA World Cup 2010 in South Africa. Without being an official partner, they wanted to show how communication could help bring people closer to the games.
The insight behind this idea was simple, we all wanted to go to the games but only a very few really had the chance. ERICSSON decided to come up with a smart way of letting all those stuck at work, at home or somewhere else in the world to cheer their heroes on.
The interactive installation “ERICSSON Big Cheer” was created, a place where people’s cheers could celebrate together.

Creative Execution
Through twitter, text messaging, or on the campaign site, people could submit cheers to celebrate their football team. All cheers ended up at the Big Cheer Cube at the ERICSSON HQ in Stockholm. On the Cube four printers constantly turned people’s cheers to colourful cheer-confetti. Every time a goal was scored the cube celebrated in real-time with the help of fans and disco-lights. When the World Cup ended all cheers where distributed between 32 miniature cubes and delivered to all the 32 participating countries - people’s cheers in the hands of their heroes.

Results and Effectiveness
The Big Cheer generated visits from 142 countries, with cheers from over 44 countries. Numerous local supporter clubs joined the cheering from Spain to England. An estimated 27 millions impressions from articles and blogs both offline and online was recorded. For ERICSSON it helped unite their work force of 82 500 employees across nations around one single event.