RADIOTJÄNST Promo, Case study SWEDEN'S BIGGEST FLASH MOB by Initiative Universal Media

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Sweden
Agency Initiative Universal Media
Released November 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: TV LICENCE FEE
Date of First Appearance: Nov 14 2009 12:00AM
Senior Account Director: Beatrice Feuk-Dahlstrom (Initiative Universal Media)
Art Director/Producer: Robert Pihl (Initiative Universal Media)
PR Director: Marika Björklund (Initiative Universal Media)
Media placement: Flash Mob - Viral Film - 14/11/2009

Results and Effectiveness
The viral films drove a lot of traffic. 1.1 million Swedes have seen the flashmob (12% of the Swedish population). The total net effect growth was 31,400 persons. The flashmobs appeared in almost all media we had communicated with. The biggest radio station played the sound from the flashmob. Newspapers published articles/interviews and/or videos on their websites. DN (Sweden’s largest daily newspaper) created a comic strip about the “Thank You Song”; our flashmob became a reference object and the appearance in blogs, Facebook and Twitter was complete. Our strategy to let the target group spread the message and create PR succeeded!

Creative Execution
Flashmobs became the method of communication. Radiotjänst needed a cost-effective idea & new method to reach its target. The decision to set a Swedish record in flashmobs was taken and a huge choir performed 5 unannounced flashmobs and sang the “Thank You Song” to 5 unknowing TV licence payers. The aim was to create awareness for Radiotjänst and increase traffic to the 4 viral films produced and put on YouTube. To make this production happen, the idea was sold to 645 choir members to spread the message for free. Every movement, clap of hands and camera angle was planned in detail. Saturday 14th November - the first of the 4 flash mobs appeared in central Stockholm. 645 people sang to 1 person in a public area and thanked them for paying their TV licence. No retakes and no professionals. This was all from one source, in one take - for real.

Insights, Strategy & the Idea
To get a positive impact among young people is something that many advertisers face daily. To get this audience to even react today requires cunning and some courage. Radiotjänst’s challenge for 2009 was to create likeability among young people in big cities in Sweden. We wanted to meet up and thank those in the target group that paid their TV licence - for real! We wanted to change the public's perception of Radiotjänst. We wanted to go from a meeting with an authority figure that knocks on your door, to a meeting where you would be thanked, without losing the element of surprise. To change the young target’s opinion, we had to find a way of making them to interact and exchange with Radiotjänst. It was time for Radiotjänst to give something back besides the public service...