| LIA 2016 | ||
|---|---|---|
| Digital | Travel | Silver Winner |
| Clio Awards 2016 | ||
| Direct | Product/Service: Digital/Mobile | Grand |
| Innovation | Product/Service: Medium Innovation | Grand |
| Cannes Lions 2016 | ||
| Titanium | - | Titanium Lions |
| Direct | Sectors: Travel, Transport & Leisure | Grand Prix |
| Promo And Activation | Sectors: Travel, Transport & Leisure | Silver Lion |
| PR | Sectors: Travel, Transport & Leisure | Silver Lion |
| Media | Sectors: Travel, Transport & Leisure | Silver Lion |
| Direct | Strategy: Acquisitions | Silver Lion |
| Direct | Digital & Social: Use of Mobile | Silver Lion |
| PR | Practices & Specialisms: Brand Voice & Strategic Storytelling | Gold Lion |
| Cyber | Web Campaign: Travel, Transport & Leisure | Gold Lion |
| Mobile | Social: Response / Real-time Activity | Bronze Lion |
| Mobile | Apps : Apps as Part of a Campaign | Bronze Lion |
| Mobile | Campaign: Integrated Campaign | Gold Lion |
| Cannes Lions Entertainment 2016 | ||
| Entertainment | Brand Experience: Use of User Generated Content in a Brand Experience | Silver Lion |
| Cannes Lions 2017 | ||
| Creative Effectiveness | Creative Effectiveness: Creative Effectiveness | Gold Lion |
| Creative Effectiveness | Creative Effectiveness: Creative Global Effectiveness | Silver Lion |
Agency: Ingo
Brand: Swedish Tourist Association
Country: Sweden
Advertising Agency: Ingo, Stockholm
Entrant Company: Ingo, Stockholm
Media Agency: Ingo, Stockholm
Pr Agency: Grey Activation & Pr, New York
Production Company: Ingo, Stockholm
Art Director: Gustav Westman (Ingo Stockholm)
Planner: Julia Blomquist (Ingo Stockholm)
Ececutive Creative Director/Creative Director: Björn Ståhl (Ingo Stockholm)
Digital Production: Digital Services (Digital Services)
Chairman Global Creative Council: Per Pedersen (Grey Pr Ny)
Account Director: Joachim Ewert (Ingo Stockholm)
Account Director: Seagren Doran (Grey Pr Ny)
President Grey Activation & Pr: Amy Tunick (Grey Pr Ny)
Senior Account Executive: Ashley Pultz (Grey Pr Ny)
Copywriter: Magnus Ivansson (Ingo Stockholm)
Pr Co-ordinator: Tero Marjamäki (Cohn & Wolfe Sweden)
Account Executive: Leigh Harmon (Grey Pr Ny)
Pr Co-ordinator: Cecilia Lindquist (Cohn & Wolfe Sweden)
Cloud Based Switchboard Solution: Fredrik Rönnergård (Intelecom)
Planner: Josefine Billström (Ingo Stockholm)
App Producer: Martin Nordlöf (Bazooka)
Svp Talent, Licensing & Casting: Michelle Overall (Grey Pr Ny)
Outcome:
The Swedish Number instantly spread rapidly across the globe. People from all countries found it on tens of thousands Live TV-Shows and News channels, Live radioshows, in newspaper articles, in bloggs, on Twitter, on Facebook. Calls came in by the 100.000 and the Swedish people answering represented all parts of society - geographically, ages and opinions.Nothing (ZERO!) was spent on bought media or seeding.The results so far (end of April):Total calls: 128.392Swedish Phone Ambassadors: 26.069No of countries calling: 178 (194 in the world)Accumulated calling time 253 days.Longest call: 3h 42minTotal media impressions: 9.107 billion.Media Value: 146 million dollars (US).
Campaign Description:
As the first country in the world, Sweden got its own phone number. When calling it from abroad you get connected to a random Swede, somewhere in Sweden. Then you can talk about anything, preferably about Sweden. The Swedish Number gave the control of the image of the country to the Swedes themselves. Nothing was censored or pre-arranged. In the name of freedom of speech - what ever opinion you may have, it matters.The Swedish Number is open for anyone to call just by using a normal telephone, but only from abroad. Swedes register as "telephone ambassadors" simply by downloading an App.
Synopsis:
Sweden is known for being an open country where people can speak their mind.And in the year 1766 Sweden was the first country in the world to abolish censorship. So during the anniversary 250 years later, when The Swedish Tourist Association wanted to make more people visit Sweden, they decided to give the outside world the UNCENSORED truth.
Strategy:
The Swedish Tourist Association is an organisation with deep roots in Swedish tourism since 1885, running hotels and hostels all over Sweden. Their main objective is to develop tourism and to encourage both Swedes and foreigners to discover Sweden as a country.The world is getting more uncertain, countries are shutting down ways of communication. The Swedish Tourist Association wanted to to the opposite - they wanted to sell Sweden with its peoples values and opinions, whatever they might be.Since every Swede has his/her own perception of his/her country, every call becomes a unique description of Sweden.On the web page theswedishnumber.com, you get the simple background, i.e. The Swedish Number film and statistics in real time regarding the campaign - number of calls, latest calling country, avarage calling time etc.
Execution:
The hub of the campaign was a tailor made sophisticated cloudbased switchboard. One of the largest in the world. The switchboard made sure that calls can only come in from outside Sweden and then it connects it to the next Swede in line to answer. That person is then moved to last in line.If you have a Swedish phone number (+46) you can download The Swedish Number App from App-Store. Register your email and phone number, that's it, then you can start taking calls. If you don't want to be available, its easy to turn off. The call shows up in your phone lika a normal call. More than 26.000 Swedes enlisted as "telephone ambassadors".A general film was released, explaining the project. And one week after a film with the Swedish Prime Minister answering calls for The Swedish Number was released.