URINAL ULLEVI OUTDOOR ARENA by SCP Grey Goteborg for Primarvarden

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URINAL ULLEVI OUTDOOR ARENA

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR
Market Sweden
Agency SCP Grey Goteborg
Art Director Tommy Ostberg
Released June 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: PRIMÄRVÅRDEN GÖTEBORG
Product/Service: HEALTH CONTROL
Agency: SCP GÖTEBORG
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: SCP GÖTEBORG, Göteborg, SWEDEN
Art Director: Tommy Östberg (SCP Göteborg)
Account Managar: Linda Påhlman (SCP Göteborg)
Copy Writer: Hans Åkesson
Media placement: Ullevi Outdoor Arena - Urinals - June 1, 2009

Describe the objective of the promotion.
To help the public health care provider in Gothenburg, Sweden make men aware of the early symptoms of prostate problems.

Describe how the promotion developed from concept to implementation
The communication challenge was not to find the words to say, but to discover the best place for a conversation with middle-aged men about this serious topic. A toilet in general is of course an obvious place, but grafitti on the toilet doors didn’t feel good enough. Then we realized that the huge, shiny area in a urinal is a fantastic “billboard” - and it didn’t take long to convince Ullevi Stadium that the idea is brilliant.

Describe the success of the promotion with both client and consumer including some quantifiable results
Large media attention and public awareness in Gotheburg. During the campaign period, more than 250,000 men came to Ullevi Stadium to watch the large summer events with AC/DC, U2, Madonna and Monster Jam (huge trucks jumping in mud). All of them took a leak at least once.

Explain why the method of promotion was most relevant to the product or service
Explain why the method of promotion was most relevant to the product or service. Because it caught the target group´s (middle-aged men) attention exactly at the right, most relevant moment. A weak urine flow could be the first sign of prostate problems – especially if it happens after quite a few beers or cokes.