Vattenfalls pilot-project ”bus 73" in Stockholm is Swedens first electric bus-line. The new bus had a beautiful quality due to its silence, and the literature angle to promote it was given. Even though poetry is not for everyone, it gave the technical advanced vehicle a kind of magic touch. Our selection of writers was although key for the success – we invited young, old, bestsellers, up-coming, youth novelists, slam poets, crime writers – all to make the content appeal to as many as possible. We didn´t want to give the writers a brief on sustainability – we gave them free hands which led to truly creative and entertaining content, and they all took inspiration in silence in their own personal way. To make the experience more accessible, people could either book a free ticket to their favourite-writer or listen online through live streaming.

The campaign had 3 stages: Before the event (2 week period) – we invited people to join the event through TVC/online films, but also with filmed interviews with the writers, along with banners with scheduled departures. To make the event easy to manage, people could book tickets for free on the campaign-site during this time. The writers also spread the event in their own channels: blogs, podcasts and social media.

9-10 of May, our 6 writers performed on 12 departures along the streets of Stockholm. During the event we shared the experience with of course the people on the bus, through live streaming on the site but also by airing the content directly through banners.

Afterwards we told the story about the campaign – in TVC/online films but also placed pieces of the poems in radio spots. The pieces were also available after the campaign for free download.

By making something very rational (an energy-smart vehicle) into something very emotional (a cultural experience) we created buzz and the highest liking for Vattenfall ever.

12 departures were fully booked (total 560 people)

18 944 streamings (average listening per session: 2 minutes 14 seconds).

176,754 sessions at microsite during campaign period (www.medsamladkraft.se) Number likes/comments/shares on FB +2250

FB positive engagement 97%, negative engagement 3%

Sales and profit were not objectives of the campaign. However, results around awareness and attitudes:

Best campaign impression ever for Vattenfall:

-Liking 52% (previous best 41%)

-Other measures such as: warm friendly, memorable, new/creative delivered the best scores ever for the brand

-Improved brand impression 24% (benchmark average for Vattenfall 15)

-Ranked number two out of all brands in Sweden who have increased its positive sentiment.