The Swedish Post Promo HAPPINESS BY THE METRE by Akestam.holst Stockholm

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HAPPINESS BY THE METRE

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Lars Holthe
Copywriter Hanna Bjork
Released September 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: THE SWEDISH POST
Product/Service: POSTAL SERVICE
Agency: ÅKESTAM HOLST
Date of First Appearance: Sep 1 2010
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL: http://ourwork.se/happiness/
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Hanna Björk (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Account Director: Jacob Stjärne (Åkestam Holst)
Account Manager: Katarina Johansson (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
Web Production: Magnus Svensson (From Stockholm With Love)
Web Production: David Wahlgren (From Stockholm With Love)
Media placement: Cyber - Campaign Site - 1 september 2010

Describe the objective of the promotion.
People of all ages increase their digital communication behavior in favor of more traditional communication means, a huge problem for Swedish Postal Service (Posten); less postcards, letters etc. are sent. However, research shows that the vast majority becomes happier from tangible greetings than digital equivalents. Hence, main insight: recipients love getting it but senders feel it is too demanding. Objective with the promotion and overall strategy: make people send more tangible greetings by making it more fun to send.

Describe how the promotion developed from concept to implementation.
Since we knew that different kinds of tangible greetings make people happier than digital greetings, we made something that most Swedes love, thereby enhancing the positive feeling even further. Sweden is the heaviest candy-consuming country per capita in the world. Accordingly one simple creative insight paved the way; “A licorice twist makes everyone happy”. Through a website called “Happiness by the metre”, people could choose from three different flavors and decide the length of the twist to be sent to a friend. Once payment was made, the twist was packaged and sent to the recipient together with the sender’s note.

Explain why the method of promotion was most relevant to the product or service.
By making something that can’t possibly be sent in an e-mail or text-message etc., we had the ability to make the tangible postal item hero again and make people look at physical greetings from a new perspective. The ones we wanted to reach were mainly young digital-savvy people who had abandoned or perhaps never discovered postal greetings. Therefore, the promotional solution was web-based and the method made it easier and more fun to send something tangible. The digital–physical contrast also made it clear how a physical greeting can be so much more and thus created a stimuli for sending.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After just one day 500 metres of candy twists had been sent (through the website). Three days later, 1500 metres were sent and after one week the candy was sold out and Swedes had sent 4500 metres of happiness (approximately 14765 ft). The results show that young web-savvy people could truly be stimulated to send tangible greetings and not only had we inspired them, we had made them actually try it. Furthermore, Posten got to prove themselves as a modern and fun company, and not just an organization that delivers flat mail from a to b.