Category: Direct Response Digital: Other Digital Platforms
Advertiser: SWEDISH CIVIL CONTINGENCY AGENCY
Product/Service: CRISIS PREVENTION
Agency: PRIME
Project Manager: Hélène Vinberg (Prime)
Art Director: Fredrik Olsson (Prime)
Planner: Paul Alarcón (United Minds)
Media Strategist: Tony Forsberg (Prime)
Copywriter: Adam Nelvin (Prime)
Project Manager: Christina Andersson (Swedish Civil Contingency Agency)
Information Officer: Marcus Årskog (Swedish Civil Contingency Agency)
Media placement: Banner And Audio Spot - Spotify - 5 Sep 2011
Media placement: Banner - Facebook - 5 Sep 2011
Describe the brief/objective of the direct campaign.
Problem: Sweden's defence and crisis readiness system is at risk due to lack of interest amongst youth. The idea of crisis is abstract and the target group is less risk-aware than the population in general since they are young.
Mission: Raise awareness of and interest for crisis prevention and societal readiness among the majority of 18 year-olds in Sweden.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Pandora Letter – A direct mail filled with augmented disasters adapted for the digital generation. A direct mail was sent to all 18 year-olds in Sweden: to captivate them the direct mail had a digital dimension using augmented reality enabling the recipient to experience various crisis scenarios via their computer screens. The Pandora Letter enabled online interaction with the target group, as opposed to one-way-communication which would otherwise be the case.
Explain why the creative execution was relevant to the product or service.
Direct mail was the only way to ensure that the entire target group would receive the information. But 18 year-olds are picky when it comes to advertising and communication in general and postal mail in particular. In addition, they are more 'risk avert' than the average population. Thus we had to find a way to help them visualise a crisis scenario in order to make it more concrete and make them understand it. The Swedish contingency agency was one of the first public organisations in Sweden to use augmented reality technology, thereby making them relevant to a target group with high demands.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
According to a survey conducted after the campaign had ended:
* More than 60% of the target group said that their interest in the prevention of emergencies had increased due to the campaign.
*More than 1 out of 4 thought the campaign was so interesting that they shared it with others.
* To top it off, Sweden's leading media reported about the direct mail and it reached almost 8% of the Swedish population.