DEAR STEVE JOBS by Forsman & Bodenfors Gothenburg for Sveriges Television

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DEAR STEVE JOBS

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Industry Mobile applications
Media Promo & PR, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Released October 2009

Awards

One Show 2011
One Show Interactive Websites & Microsites / Services Merit

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: SVERIGES TELEVISION
Product/Service: SVT PLAY IPHONE APP
Agency: FORSMAN & BODENFORS
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Entry URL: http://demo.fb.se/e/svt/dsj/
Production Company: (Fantasy Interactive)
Advertiser's Supervisor: Helga Baagøe (Sveriges Television)
Advertiser's Supervisor: Lotta Loosme (Sveriges Television)
Advertiser's Supervisor: David Rydell (Sveriges Television)
Advertiser's Supervisor: Anna Haupt (Sveriges Television)
Media placement: Website - With live TV for a whole week - 12/10/2009

Results and Effectiveness
The campaign spread on Facebook, Twitter, blogs and websites immediately. We reached 100,000 interactions (video recordings, votes etc.) in 24 hours. The campaign was covered by editorial media not only in Sweden, but all over the world. When the campaign period was over the website had generated over 400,000 interactions. Not bad considering there are approximately 500,000 iPhone owners in Sweden. When the app was approved and released it became the most downloaded within minutes. All that without spending a cent on paid media.

Creative Execution
We simply turned to the people of Sweden, and asked them to participate in a campaign trying to speed up the approval process. To be honest, we didn’t do that much ourselves, most of the work was done by the Swedish people. But then again, it is Swedish Television.

Insights, Strategy & the Idea
SVT is Sweden’s public service broadcaster, and SVT Play their on-demand web service. Our job was to launch the SVT Play app for the iPhone. We knew that Apple’s approval process could take time. With that in mind, we came up with an idea that would raise awareness of the release of the app, and really interact with the target audience.