Swedish Post: Sweden's safest hands by Akestam.holst Stockholm for The Swedish Post

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Swedish Post: Sweden's safest hands

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Industry Postal, Courier, Shipping & Freight services, Transport, travel & tourism
Media Film, Ambient
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Lars Holthe
Copywriter Hanna Bjork
Released September 2011

Credits & Description

Category: Best use or integration of gaming
Advertiser: THE SWEDISH POST
Product/Service: POSTAL SERVICE
Agency: ÅKESTAM HOLST
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: Daniel Sundin (Åkestam Holst)
Account Manager: Maria Ljung (Åkestam Holst)
Digital Producer: Johan Eklund (Åkestam Holst)
Agency Producer: Leila El-Zein (Åkestam Holst)
Motion Deisgner: Nisse Axman (Åkestam Holst)
Graphic Designer: Andreas Dagman (Åkestam Holst)
Graphic Designer: Anna Forsberg (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
Planner: Lars Friberg (Åkestam Holst)
Studio Assistant: Kim Ihre (Åkestam Holst)
Account Executive: Göran Åkestam (Åkestam Holst)
Web Production: (From Stockholm With Love)
Sound Design: (Plan 8)
Media placement: TV - Swedish TV - September 1 2011
Media placement: Mobile - Appstore - September 1 2011
Media placement: Cyber - Campaign Siten - September 1 2011

Campaign Description
The situation in Sweden is rather strict. Approximately 40% of Sweden’s broadcast media-consumption is comprised of public service television and radio, where all branding is strictly forbidden. There are also strict rules for branded content in editorial text. This has led to a situation where the tradition and public opinion involving branded content is conservative.

This means that any branded content need to be extremely relevant both to consumer and brand. It also needs to depend largely on new channels where neither legislation nor public opinion is as negative as in more traditional channels.

Effectiveness
Brief:
Manifest to the younger population in Sweden that the Swedish post is the safest choice when you want to send parcels

Challenge:
Transportation of parcels is a low involvement product/service. Yet both sender and receiver expect a lot from the service. The parcel must be delivered in time to the correct recipient and must not be damaged in any way. This is where safety comes in. However, safe is boring ­ how can we communicate safe in a more exciting way?

Solution:
To just say that the Swedish post is the safest will not engage people enough. In addition, to describe it with traditional means is not engaging enough. We needed to find a way for people to experience the effort and passion that goes into every parcel that the post delivers.
Our main challenge in order of implementation was to take all the efforts and skill it takes the mail carrier to deliver and translate it into a fun game and an engaging competition.

Implementation
The content in this case is an iPhone-app. It was communicated through add-ons in TV-spots (the spots had a more general branding content building on the Swedish Post reputation as a transportation partner where your parcels are in safe hands. It was also communicated as an in store promotion at the Swedish Posts parcel distribution centres.

Outcome
The competition lasted 2 weeks. Despite the limited time period, the competition had 18,000 competitors who made more than 230,000 attempts to deliver a parcel.
On average, they spent more than 9 minutes engaging with the content.
The app soon became the number 1 entertainment app in Sweden.