ADVERTISING REJUDGED by Crispin Porter + Bogusky Gothenburg for KOMM

Adsarchive » Promo , Case study » KOMM » ADVERTISING REJUDGED

ADVERTISING REJUDGED

Pin to Collection
Add a note
Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner
Creative Director Anders Gustafsson
Art Director Dennis Rosenqvist, Martin Jon Adolfsson, Joakim Khoury, Nika Hellstrom
Copywriter Robert Aquadro, Annica Brinck, Niklas Moberg
Released September 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: KOMM
Product/Service: AWARD COMPETITION
Executive Creative Director: Gustav Martner (CP+B)
Creative Director: Anders Gustafsson (CP+B)
Art Director: Dennis Rosenqvist (CP+B)
Art Director: Nika Hellstrom (CP+B)
Art Director: Joakim Khoury (CP+B)
Sr. Art Director: Mattias Berg (CP+B)
Art Director: Martin Jon Adolfsson (CP+B)
Copywriter: Robert Aquadro (CP+B)
Copywriter: Annica Brinck (CP+B)
Copywriter: Niklas Moberg (CP+B)
Motion Designer: Jorgen Bengtsson (CP+B)
Sr. Visual Designer: Daniel Kvist (CP+B)
Final Art: Per Westlund (CP+B)
Content Supervisor: Alexandra Moberg (CP+B)
: Simon Vahlne (Simon Vahlne)
: (Billes)
: (TMP Media Group)
Media placement: Annual - Direct Mailing - January 12, 2011
Media placement: Diploma - Direct Mailing - January 12, 2011
Media placement: Viral Video - YouTube - January 12, 2011
Media placement: Print Ads - Dagens Nyheter, Veckans Affärer, Sydsvenskan, Goteborgs Posten, Dagens Media, Ca - January 12, 2011

Summary of the Campaign
Challenge:
The last three years, entries for Swedish advertising award Guldägget (the Golden Egg) have decreased in favour for international shows.

Objective:
Increase the number of entries for this year’s awards.

Strategy:
To get more entries to Swedish advertising award Guldägget (the Golden Egg), we needed to prove that a Swedish jury understands Swedish work like no one else.

Execution:
Is good advertising good everywhere?
Three juries, from Asia, Ghana and Latvia got the assignment to re-judge last year’s Golden Egg winners. The result was presented as an online documentary and revised annual with updated diplomas.

Outcome:
The documentary had an average of 44 views per agency in the target audience, and the decrease in entries turned into an increase of +9%.

The Situation
Komm, the Swedish Association of Communication Agencies, consists of 275 different agencies – mostly advertising – from all over Sweden.

The annual award show Guldägget (The Golden Egg) is their most important way of communicating with the members, as well as with the media and public.

The problem is that for the last three years, entries have decreased in favour for international shows:
2007: 1 402
2008: 1 340 (-4%)
2009: 1 217 (-9%)
2010: 1 063 (-13%)

In total, there has been a decrease of -24% in entries since 2007.

The Goal
Stop the decrease in entries and get the agencies to send in more entries for this year’s awards.

The main target group was members of the Swedish association of communication – in total 275 different agencies. Secondary target groups were clients of the member agencies.

The Strategy
The globalization of the advertising industry has caused a decreased respect for local advertising awards. So in order to get Swedish advertising agencies to send in more entries, we need to prove that a Swedish jury understands Swedish work like no one else.

Execution
Three international juries, from Asia, Ghana and Latvia were given the assignment to re-judge last year’s (2010) winners of Guldägget.

On the 12th of January – 9 days before deadline for entries to this year’s awards – the results were presented as a short documentary onguldagget.se and YouTube.com. At the same time, press releases were sent out to the Swedish trade press.

By the release, all Swedish agencies had also received a revised annual and a reminder to send in entries to this year’s awards – together with new, updated diplomas for all the winning agencies.

Press ads were also published in trade press and major newspapers until the deadline for entries on the 21st of January.

Documented Results
The documentary hit an average of 44 views per agency in the target audience (in total 12 000+ views on guldagget.se and YouTube.com). And the campaigned turned the decrease in entries into an increase of +9% (100 more than the previous year).

The project was done on a budget of just over $10 000, excluding agency fees:

Film team & editing – $6 500
Print & Shipping – $3 900

With an average fee of 405$/entry, the campaign's 9% increase generated $471 914 or $40 500 more than the previous year. A ROI of three times the invested budget.