SVERIGES RADIO Promo, Case study THE WEB ADDRESS EXPANDER by Forsman & Bodenfors Gothenburg

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Released March 2010

Credits & Description

Category: Best Use of Online Advertising
Product/Service: PUBLIC RADIO
Date of First Appearance: Mar 25 2010 12:00AM
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Entry URL:
Production Company: Production Company (Thomson Interactive Media)
Advertiser's Supervisor: Christian Rauch (Sveriges Radio)
Advertiser's Supervisor: Johan Ljungström (Sveriges Radio)
Advertiser's Supervisor: Rebecka Ioannidis Lindberg (Sveriges Radio)

Results and Effectiveness
Within hours of the release thousands of visitors created loads of expanded URLs. Social media and Internet blogs wrote about it immediately. The biggest buzz sites in Sweden brought it up which made it possible for Sveriges Radio to go out and comment the decision to change to a longer URL, as critique towards the decision had started to spread across the blogosphere. On the blogs that had been most critical, comments started to appear about how brave and funny Sveriges Radio was to actually joke about the URL extension. Our little web expander website actually turned out to be a critical element to turn the public opinion a bit towards the positive side.

Creative Execution
The solution became The Web Address Expander, with which you can expand any URL, the result being a fully functional and very long link containing information about their new website.

Insights, Strategy & the Idea
Sveriges Radio is the name of the Swedish public service radio broadcasting company. Their website URL has been since they first appeared on the Internet. In the spring of 2010 they launched a new and improved website, and in the same process decided to change to a longer URL, This was part of Sveriges Radio’s work to clarify the brand. So whenever they would refer to their website, (for example in broadcast, which they do a couple of thousand times per day), they would always communicate their full name. Our task was to help promote the new site and the new longer URL, without spending any media money.