Challenge:The last three years, entries for Swedish advertising award Guldägget (the Golden Egg) have decreased in favour for international shows. Objective:Increase the number of entries for this year’s awards. Strategy:To get more entries to Swedish advertising award Guldägget (the Golden Egg), we needed to prove that a Swedish jury understands Swedish work like no one else. Execution – Is good advertising good everywhere?Three juries, from Asia, Ghana and Latvia got the assignment to re-judge last year’s Golden Egg winners. The result was presented as an online documentary and revised annual with updated diplomas. Outcome:The documentary had an average of 44 views per agency in the target audience, and the decrease in entries turned into an increase of +9%.

Stop the decrease in entries and get the agencies to send in more entries for this year’s awards. The main target group was members of the Swedish association of communication - in total 275 different agencies. Secondary target groups were clients of the member agencies.

Is good advertising good everywhere?Three international juries, from Asia, Ghana and Latvia were given the assignment to re-judge last year’s (2010) winners of Guldägget. On the 12th of January – 9 days before deadline for entries to this year’s awards – the results were presented as a short documentary onguldagget.se and YouTube.com. At the same time, press releases were sent out to the Swedish trade press. By the release, all Swedish agencies had also received a revised annual and a reminder to send in entries to this year’s awards – together with new, updated diplomas for all the winning agencies. Press ads were also published in trade press and major newspapers until the deadline for entries on the 21st of January.

The documentary hit an average of 44 views per agency in the target audience (in total 12 000+ views on guldagget.se and YouTube.com). And the campaigned turned the decrease in entries into an increase of +9% (100 more than the previous year).The project was done on a budget of just over $10 000, excluding agency fees:Film team & editing – $6,500Print & Shipping – $3,900 With an average fee of $405/entry, the campaign's 9% increase generated $471 914 or $40,500 more than the previous year. A ROI of three times the invested budget.

The globalization of the advertising industry has caused a decreased respect for local advertising awards. So in order to get Swedish advertising agencies to send in more entries, we need to prove that a Swedish jury understands Swedish work like no one else.

Komm, the Swedish Association of Communication Agencies, consists of 275 different agencies - mostly advertising - from all over Sweden. The annual award show Guldägget (The Golden Egg) is their most important way of communicating with the members, as well as with the media and public. The problem is that for the last three years, entries have decreased in favour for international shows:2007: 1 4022008: 1 340 (-4%)2009: 1 217 (-9%)2010: 1 063 (-13%) In total, there has been a decrease of -24% in entries since 2007.