SVENSKA KYRKAN Promo, Case study CAMPAIGN FOR PRAYERS by Forsman & Bodenfors Gothenburg

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Industry Political/Religious/Trade Organizations
Media Promo & PR, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Director Johan Renck
Producer Eva Tempelman, Karl Wessblad
Photographer Crille Forsberg
Editor Johan Söderberg
Released August 2009

Credits & Description

Category: Best Use of Online Advertising
Product/Service: SWEDISH CHURCH
Date of First Appearance: Aug 18 2009 12:00AM
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Entry URL:
Production Company/Web: Rebenga (Rebenga)
Production Company: RAF Film AB (RAF Film AB)
Post Production: Syndicate (Syndicate)
Post Production: Sto.pp (Sto.pp)
Director: Johan Renck (RAF Film)
Producer: Eva Tempelman (RAF Film)
Producer: Karl Wessblad (RAF Film)
Editor: Johan Söderberg (RAF Film)
Photographer: Crille Forsberg
Music: Krister Linder (Music Super Circus)
Sound: Redpipe (Redpipe)
Production Company/Radio: Flickorna Larsson (Flickorna Larsson)
Design: Happy F&B

Results and Effectiveness
Online prayers were apparently exactly as revolutionary as we had guessed. All major newspapers and websites wrote about it. We got 8 minutes in the biggest morning show on the biggest TV network. The spokesperson from the Church of Sweden was the most quoted person in radio for two whole days. In the end we got over 4,500 mentions in media. We got visitors that were redirected to the website from over 1,000 different websites in 84 different countries. As of now, 87% of the visitors have stayed on the site for more than 8 minutes.

Creative Execution
The big goal with this campaign was to activate the Church of Sweden in ordinary people’s minds. We wanted to make something that the media could and wanted to report. And the media went crazy.

Insights, Strategy & the Idea
Our challenge was to move the Church of Sweden into people’s minds as the church visits have been declining for years now. They wanted us to create something people and media would talk about. Our solution was to build a prayer site.