Viktor Rydberg High School Promo, Case study DRACULA by Lowe Brindfors Stockholm


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Industry Education
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Alexander Fredlund, Petter Lublin, Lina Elfstrand, Patrik Westerdahl
Copywriter Stefan Pagreus, Peter Laurelli
Typographer Jesper Kewenter, Margaretha Ekstrand-Almer
Released December 2009

Credits & Description

Category: Best Use of Integrated Media
Product/Service: HIGH SCHOOL SHOW
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Alexander Fredlund (Lowe Brindfors)
Art Director: Patrik Westerdahl (Lowe Brindfors)
Art Director: Petter Lublin (Lowe Brindfors)
Art Director: Lina Elfstrand (Lowe Brindfors)
Copywriter: Peter Laurelli (Lowe Brindfors)
Copywriter: Stefan Pagreus (Lowe Brindfors)
Account supervisor: Charlotte Cederström (Lowe Brindfors)
Typographer: Jesper Kewenter (Lowe Brindfors)
Typographer: Margaretha Ekstrand-Almér (Lowe Brindfors)
Studio Assistant: Ludvig Fransén (Lowe Brindfors)
Studio Assistant: Kristina Tham Sterner (Lowe Brindfors)
Studio Assistant: Caroline Knutsson (Lowe Brindfors)
Media placement: Ad - Daily Newspaper; Dagens Nyheter, SvD, GP - 12 December 2009
Media placement: Outdoor Posters 70x100 - On Pavements Along Streets - 15 December 2009
Media placement: DM - By Mail/courier - 15 December 2009
Media placement: Taste Event - At NK Department Store - 17 December 2009
Media placement: Geurilla Event - In Restrooms At Restaurants - 20 December 2009

Results and Effectiveness
Every year Victor Rydberg Gymnasium has a performance at the Maxim Theatre in Stockholm. We used suprising media channels and unorthodox ways of communication. The result was as surprising – this was the first time ever it had sold out. As a result of the very high demand the school decided to host two extra shows. They also sold out.

Creative Execution
Print advertising outdoor and in the daily press. We did a campaign that combined the well-known symbol from the school years (braces) with the vampire and horror world. Another part of the campaign took place in a washroom at a Stockholm restaurant. We mounted a mirror to advertise the Dracula rock musical. The mirror, which actually was a photograph, gave the impression that it reflected everything in the washroom except the visitor. A simple sticker encouraged people to book tickets to the performance. In connection with a cultural evening at the NK department store, Victor Rydberg Gymnasium invited guests to have “bloodpudding” hors d’oeuvres. Having eaten the hors d’oeuvre, you could read a text on the plate – A taste of things to come. Dracula on 16-24 January at the Maxim Theatre. VIP invitations, wich consisted of classic anti-vampire weapons - bottles of holy water and garlic - were sent to the press and specially selected people.

Insights, Strategy & the Idea
Every year Victor Rydberg Gymnasium has a performance at the Maxim Theatre in Stockholm. This year the theme was Dracula. Our brief was to attract an audience and create a buzz around the school's own interpretation of the classic horror play. We wanted to draw attention by using different forms of media all with a unique expression. The target audience was people interested in culture as well as critics and journalists. We decided to flirt with them by taking advantage of their perception of the horror world.