WORLDS LARGEST ADVERTISING CAMPAIGN by Ogilvy Stockholm for Eniro

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WORLDS LARGEST ADVERTISING CAMPAIGN

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR
Market Sweden
Agency Ogilvy Stockholm
Director Daniel Eskils
Creative Director Bjorn Stahl
Art Director Timo Orre
Copywriter Mikael Ström
Producer Marcus Sundqvist
Released September 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: ENIRO
Product/Service: DIRECTORY ENQUIRY
Agency: OGILVY STOCKHOLM
Date of First Appearance: Sep 11 2009 12:00AM
Entrant Company: OGILVY STOCKHOLM, SWEDEN
Entry URL: http://kaffe.bahnhof.se/cannes2010/TWLAC/
Creative Director: Bjorn Stahl (Ogilvy Stockholm)
Art Director: Timo Orre (Ogilvy Stockholm)
Copywriter: Mikael Strom (Ogilvy Stockholm)
Webdesigner: Sanna Nilsson (Ogilvy Stockholm)
Planner: Thomas Weigle (Ogilvy Stockholm)
Account Director: Hakan Karlsvard (Ogilvy Stockholm)
Account Manager: Li Nelson (Ogilvy Stockholm)
Producer: Marcus Sundqvist (Colony)
Director: Daniel Eskils (Eskils Junker Film)
Production Designer: Rajdam Eldorado (Visualizer)
Advertising Agency: - (Ogilvy Stockholm)
Media: - (MediaEdge:cia)
Advertising Agency: - (Ogilvy Amsterdam)
Media placement: TV Campaign - 7 Spots - TV4, Kanal 5, TV3, MTV, Discovery, TV4+, TV4000 Etc - 11 Sep 2009
Media placement: Banners - 700 - Expressen.se, Dn.se, Tv4.se Etc. - 11 Sep 2009
Media placement: Campaign Site - Http://www.reklamfabriken.nu/browse/index - 11 Sep 2009

Describe the objective of the promotion.
Eniro, the directory service in Sweden, added the possibility for people to update their personal information with links to social media profiles. In order to spread this message they needed to get, primarily bloggers and people active in social media, to start using this new feature in Eniro’s white pages on the web.

Describe how the promotion developed from concept to implementation
After updating their personal information, Eniro offered people their own advertising campaign. They could now promote their own YouTube channels, Facebook pages, Twitter streams, or blogs and publish them on some of Swedens largest sites. For free. To make this happen a tool was created, “The Advertising factory". At the same time Eniro let everybody know that it was now possible to add links in their white pages on the web.

Describe the success of the promotion with both client and consumer including some quantifiable results
The banners that were produced were shown at some of Sweden's largest blogs and news sites, such as expressen.se, dn.se and tv4.se. Along with seven different TVC’s and a campaign site, it all made a huge impact. The Swedish people open their eyes to the new possibilities in eniro.se. And more importantly, the Eniro brand got popular among the youth. With the 643 unique banners that were made, this is probably the world's largest advertising campaign.

Explain why the method of promotion was most relevant to the product or service
When people updated their personal information, they got their own advertising campaign in return. By letting them develop banners to promote their own You Tube channels or Facebook pages, Eniro managed to promote their new service not only in bought media, but also in tens of thousends of blogs and facebook pages of the proud creators.