Lernia Promo, Case study BREAK AD by Garbergs Annonsbyra

Adsarchive » Promo , Case study » Lernia » BREAK AD

BREAK AD

Pin to Collection
Add a note
Industry Recruiting
Media Promo & PR, Case study
Market Sweden
Agency Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Sebastian Smedberg
Copywriter Rebecka Osvald
Account Supervisor Joakim Landin
Released November 2010

Credits & Description

Category: Best Use of Screens
Advertiser: LERNIA
Product/Service: EMPLOYMENT COMPANY
Agency: GARBERGS
Date of First Appearance: Nov 1 2010
Entrant Company: GARBERGS, Stockholm, SWEDEN
Art Director: Sebastian Smedberg (Garbergs)
Copywriter: Rebecka Osvald (Garbergs)
Creative Director: Petter Ödeen (Garbergs)
Account Manager/Agency Producer: Charlotte Lundquist (Garbergs)
Account Supervisor: Joakim Landin (Garbergs)
Graphic Design: Karin Roberts (Garbergs)
Agency Producer: Annika Witkowska (Garbergs)
Media placement: National TV Campaign - 5 Spots - TV4 Universe, Kanal 5 - 1 Nov 2010- Ongoing Campain

Insights, Strategy & the Idea
Lernia is a relatively unknown Swedish staffing and training company. Offering both outsourcing and education, Lernia is an expert in providing competence solutions for a wide variety of needs.
The campaign’s main objective was to increase awareness on a stiffly competitive market. Lernia wanted people to know who they were and what they stood for.
The target audience included potential employees (future staffing consultants), students and employers – neither of which had Lernia at top of mind.
The strategic idea was to dramatize Lernia’s brand promise “competence makes a difference” - by showing the consequences of incompetence.
In our modern society, everything depends on skills. Mistakes can have serious consequences - something we love to point out and laugh at. By showing funny mistakes, we would get people to laugh – and to react. And reaching people through their hearts is the best way to make them remember and choose Lernia.

Creative Execution
The strategic idea was to dramatize Lernia’s brand promise “competence makes a difference” - by showing the consequences of incompetence. In our commercials, we created the illusion of a broadcast technician messing up the commercial block on TV. To get the most impact, the interrupted commercials were real, current spots from known advertisers. The campaign also included banners that never loaded, misprinted print ads, and radio spots with different kinds of mess-ups.

Results and Effectiveness
Top of Mind Awareness increased by 57 percent within the target group. Visits to the Lernia website reached an all time high. Resume registrations increased by 37 percent from the year before.