ENIRO'S TREASURE HUNT by Ogilvy Stockholm for Eniro

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ENIRO'S TREASURE HUNT

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Industry Internet
Media Promo & PR, Case study
Market Sweden
Agency Ogilvy Stockholm
Creative Director Bjorn Stahl
Art Director Attila Kiraly, Timo Orre
Copywriter Björn Persson Ingo
Producer Markus Ahlm, Dan Svensson
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ENIRO
Product/Service: ONLINE MAP SERVICE
Agency: OGILVY STOCKHOLM
Date of First Appearance: Feb 15 2010 12:00AM
Entrant Company: OGILVY STOCKHOLM, SWEDEN
Entry URL: http://kaffe.bahnhof.se/cannes2010/treasurehunt/
Creative Director: Bjorn Stahl (Ogilvy Stockholm)
Account Director: Hakan Karlsvard (Ogilvy Stockholm)
Planner: Thomas Weigle (Ogilvy Stockholm)
Art Director: Timo Orre (Ogilvy Stockholm)
Art Director: Attila Kiraly (Ogilvy Stockholm)
Copywriter: Bjorn Persson (Ogilvy Stockholm)
Final Art: Maja Hermin (Ogilvy Stockholm)
Account Manager: Li Nelson (Ogilvy Stockholm)
Digital Account Manager: Susanne Ytterlid (Ogilvy Stockholm)
Web Developer: Sanna Nilsson (Ogilvy Stockholm)
Producer: Markus Ahlm (Colony)
Producer: Dan Svensson
Film Director: Jacob Ström
Client: Jonas Dahlqvist (Eniro)
Client: Jacob Westermark (Eniro)
Production Company: - (Flodell Film)
Production/Photo "Street View": -
Retouch: Johannes Grund (Studio Ca)
Music: - (Plan 8)
Media placement: TVC X 2 - TV4 - 15 Feb 2010
Media placement: Youtube Film X 2 - Youtube.com - 15 Feb 2010
Media placement: Landing Page - Eniro/Skattjakten - 15 Feb 2010
Media placement: Online Map Service - Numerous Altered Map Images - 15 Feb 2010

Results and Effectiveness
After just three weeks more than 400,000 people, from all age groups, had visited the starting point. The initial objective was to make 15,000 people use the new map service. More than 100,000 made it to clue No 4 and further. The blogosphere swarmed with messages about the Treasure Hunt with walk-throughs, tips and appeals for help to get further. In the end 8 people were taken to Stockholm to participate in an online broadcast final. This final was made as a regular TV Quiz show and made the finalist again go online and use the new map service. After three weeks of Treasure Hunting one lucky guy had half a kilo of pure gold in his hands.

Creative Execution
The idea was to plant clues in the actual online maps. All in all there were 14 different clues to solve. While some were altered satellite images, some were films uploaded on YouTube, one required you to call 118118 to get a phone number and one was even announced at a specific time as a TV-commercial aired on national TV. But most clues were altered 360 images in Street View mode, created by the special car and camera that travels cities to take 360 images of streets worldwide. By planting clues in the maps we made people use the different tools and become familiar with them. They also went on a virtual journey across Sweden.

Insights, Strategy & the Idea
Eniro, the Swedish directory enquiry service, launched a new online map service. Among many new features it included an upgraded Street View mode. If you’re not used to video games we discovered that people found it difficult to use. To solve this we created an on line Treasure Hunt inside the new online map service. First prize was half a kilo of pure gold.