RADIOTJÄNST: (movie) THE HERO

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: RADIOTJÄNST
Product/Service: BROADCASTING TAX PAYMENT AWARENESS
Agency: DRAFTFCB Stockholm, SWEDEN
Art Director: Andreas Englund (Draftfcb)
Copywriter: Jesper Eronn (Draftfcb)
Creative Director: Anders Dalenius (Draftfcb)
Director: Max Vitali (Callboy)
Agency Producer: Markus Ahlm (Colony)
Account Executive: Per Hellberg (Draftfcb)
Film Producer: Mattias Coldén (Callboy)
Web Production Manager: Johan Brandström (Sto.pp)
Interactive Art Director: Martin Lydén (Sto.pp)
Web Developer: Norbert Tabul (Sto.pp)
Post Producer: Katrin Hjelm (Sto.pp)
Executive VFX Artist: Crawford Reiley (Sto.pp)
Music: David Engellau ()
Editing: Johan Wiik (Callboy)
Flash Developer: Johan Åhman (Sto.pp)
Flash Developer: Robert Badas (Sto.pp)
3D: Arvid Björn (Sto.pp)
3D: Johannes Carlsten (Sto.pp)
Matte Painting: Marko Ljubez (Sto.pp)
Account Manager: Marina Floresjö (Draftfcb)
Describe the brief from the client:
Radiotjänst administers the collection of statutory fees for public service TV/Radio in Sweden.
Most households in Sweden pay the broadcast fee, but the young metropolitan target group are more reluctant.
Radiotjänst wanted to show an extra ego-driven target group of young urban people that everyone is an important part of the Swedish public service system and thus getting new people to register for billing.
Creative Execution:
Radiotjänst is marketing a legislated bill, for tv and radio that's available regardless if you pay or not. As such, this bill is obviously not very appealing to many of the non-payers. Instead, it's of key importance to communicate the public benefit of the tv-fee. In this case, engagement with the recipient is the key to building understanding. An interactive Internet film, where the user is the center of the story, conveys the message that you're safeguarding independence and freedom of speech through the tv-fee. There's also an option to register for billing directly after the film.
Describe the creative solution to the brief/objective.
The target audience are frequent users of Internet. Also, anyone appreciates anything that's centered around yourself.
The solution is a viral application where you get to see yourself or someone you know in a movie featuring you as the hero. The whole world thanks you for helping keep the free word alive - by paying the tv-fee. At the end of the movie you get the option to register for billing.
Describe the results in as much detail as possible.
Sweden has approximately 6 million households and 90% of these already pay their broadcasting fee.
5.2 million unique views in Sweden
29 million unique viewers worldwide
1.6 million unique movies made in Sweden
9.4 million unique movies made worldwide
500% more than the initial goal registered for billing through the application. (Swedish households)
All countries in the world have seen the movie (even North Korea).
As to our knowledge, the biggest interactive viral made so far.
Data from Google Analytics (2010-04-13).