In this case, there was no traditional media team. We realized that to give the smoke alarm the high status it deserves, we had to present it in a high-status context. And we thought; what could be more magnificent than an opera house? Consequently, our 'media team' mainly consisted of a composer and a cultural institution.

During the preparations, we used PR as the main marketing tool to give the event attention and create interest, on a local as well as a national level. In addition to this, we put ads in the local newspapers and made special invitations to the concert.

After the campaign, the number of home fires reached the lowest level in five years, which saved properties and valuables worth millions.

Our client – a local insurance company – got great attention on a national level on the biggest morning news show, newspaper and radio network in Sweden. In addition to this, a large number of articles were written by local newspapers.

We aimed for a media reach of 500 000 people (Västerbotten has a population of 270 000 people). After the event we could determine the media reached 7.8 million people, which accounts for 8/10 of Sweden’s population.