Aftonbladet Promo, Case study THE KICK-ASS WEEKEND by Naked Communications

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Sweden
Agency Naked Communications
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Date of First Appearance: Apr 29 2010 12:00AM
Entrant Company: NAKED SWEDEN, Stockholm, SWEDEN
Entry URL:
: Johan Falk (Naked)
: Christoffer Dymling (Naked)
: Fredrik Svensson (Naked)
: Anna Wallin (Naked)
: Zeke Tastas (Naked)
: Kalle Rosander (Striped Digital)
Media placement: Internet - Aftonbladet - 30 April 2010
Media placement: Internet - Facebook - 29 April 2010

Results and Effectiveness
Campaign launch 29th of April. Result is TBA.

Creative Execution
We offer the possibility of Alex Schulman, Nöjesbladet’s infamous and sharp-tongued writer, personally telling-off your friend to stop being a bore. In order to personalise the message anyway you want, we use a voice generator system that tell your words through Alex’s voice, thus hitting deeper. You can send the generated movie through mail, Facebook or have Alex call your friend, LIVE in the browser, while you listen. Next time while watching Nöjesbladets Web-TV we'll check you friend’s cookies and interrupt with a personal “commercial break” from Alex reminding him how lame he’s become. This comprehensive wake-up call will let him know that he needs two things to get out of his boredom. Nöjesbladet and you.

Insights, Strategy & the Idea
Aftonbladet, Sweden’s largest evening paper wanted to promote the fact that their weekend entertainment supplement – Nöjesbladet offers everything needed for a kick-ass weekend, from nightlife to leisure. A real kick-ass weekend is best enjoyed with your friends. But what to do when some of them have become boring, occupied with career, kids & relationships instead of hanging out with you? Do you really have the guts to tell them how lame they’ve become? We wanted to find a way in which Nöjesbladet could help you with the above. Making the promise for a kick-ass weekend even better.