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Industry Corporate Communication
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: UNITED MINDS
Chief Executive Officer: Marie Söderqvist (United Minds)
Communication Manager: Karin Wahlén (Prime PR)
Project Manager: Jimmy Sandell (United Minds)
Senior Analyst: Andreas Befrits (United Minds)
Research Manager: Paul Alarcon (United Minds)
Media placement: TV - Nation Swedish TV, SVT Babel - 22 October 2009
Media placement: TV - National Swedish TV, TV4 Efter Tio - 30 September 2009
Media placement: Radio - National Swedish Radio, SR Studio Ett - 23 September

Summary of the Campaign
How do you market yourself in a business where you’re expected to be traditional and deliver hard statistics and numbers which often aren’t of any interest except for a specific client? We found a way to stand out from 600 other trend analysis agencies in Sweden. By unveiling and covering a subject people are intrigued by, we managed, ourselves, to be seen and to be talked about. Praise. Scorn. In depth analyses. Plain bullshit. Everybody had an opinion. United Minds had the facts.

The Goal
We need to prove that we understand how to utilise surveys and polls to gain public attention and media coverage, as this is an integral part of what many of our clients hire us to help them with.

The list proved to be a magnet for attention. Instead of chasing journalists and clients trying to tout the fact that we had interesting insights about the people, we were literally being chased by media and businesses; wanting to find out what status is all about. CEO Marie Söderqvist is today the national authority on status in Sweden and United Minds continues to position itself as the number one source for information, insight and conclusions on what makes Swedes tick. The accumulated size of the audience: - 40-45 million readers of newspapers and magazines - At least 2,3 million viewers of both public service and commercial television - Approximately 1 million radio listeners to public service and commercial radio - The book has been published in 7,000 copies in hard back. It is due to be published in paper back in September this year

The concept was adapted in all channels and a tidal wave of press coverage and media appearances followed. Status was suddenly being discussed on national TV and radio, covered by Sweden’s largest newspapers as well as local press and numerous bloggers. Postcards with a “status check list” were distributed, both on- and offline. The brilliance of the status list was its inherent potential of making new actions by breaking it down to new segments/subjects. Occupational status. Status among the cultural elite and among the political elite. Status in different city district. And so forth. As a result of the hype surrounding the list we were asked to publish a book on the subject. In September 2009 United Minds, represented by CEO Marie Söderqvist, published Status – the road to happiness. This made status even more manifested in the media and with a release campaign built on knowledge PR via new surveys.

The Situation
United Minds is a consumer insight and trends agency based in Stockholm with clients both locally and globally. In fierce competition United Minds needs to continuously distinguish itself.

The Strategy
In interpreting our contemporary world, we are constantly looking for concepts that are relevant in public discourse, easy-to-understand and interesting to as many people as possible. Our discussions and debates boiled down to the concept of - status, which turned out to be all this, and more! People are intrigued by status. Everybody can relate to it. Everybody wants to be on top of the status ladder, only no one wants to admit it. Love, sex, admiration, money and happiness all comes to those with high status. But what are the status generators in a modern country such as Sweden? By surveying the Swedish population and compiling the results we were able to present the public with the official list of Swedish status. This showed that status is not as much about what you have as who you are.