Cannes Lions

FINANCIAL NEWSPAPER

STORÅKERS McCANN, Stockholm / DAGENS INDUSTRI / 2010

Presentation Image
Presentation Image
Film

Overview

Entries

Credits

Overview

Description

What if all the time and energy we advertising people spend on fancy case study videos was used instead to develop better strategies, ideas and executions for our clients? With each time we look through a student portfolio, create a new campaign or submit our work for awards, this question feels more and more relevant. We decided anyway to make a last attempt and published a case study video on YouTube during the spring of 2010. The video was then linked to advertising and media agencies in Sweden and throughout the rest of the world. Via social media of course.

Execution

The link to the film was e-mailed to people in the target group encouraging them to check out an interesting advertising case. The e-mails came from people the targets knew to make sure they actually clicked the link and watched the video. Then it started to spread through bloggers, ad press, and from person to person…

Outcome

The campaign has given the client a sense of pride in a time when paper dailies  are questioned and have big problems with declining subscriptions and hard times selling ads. All feedback received from the target group is owerwhelmingly positive. It appeals to ad people, media agencies and marketing people alike.

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