Media > Use of Mixed Media
ALL YOU NEED TO KNOW AND THEN SOME
FORSMAN & BODENFORS, Gothenburg / NE NATIONALENCYKLOPEDIN / 2008
Awards:
Overview
Credits
Overview
CommunicationGoal
The objective of this campaign for The Swedish National Encyclopedia (NE) was to claim a position as the leading reference book and with a tiny budget.
Effectiveness
During the campaign in Gothenburg, new subscriptions increased by 370%! At the same time, the number of visits to the NE homepage increased by 7% compared to the same period the year before.
Execution
The media solution became an important part of the creative idea. Or, rather, the media solution WAS the idea. Over 50 different media was used in the campaign: Posters, balloons, ads, toilet paper, flags, stickers, tvc:s, screensavers, spam etc. Everything under the motto "All you need to know. And then some."
MediaStrategy
The target audience for this campaign was vistitors and exhibitors at the Book Fair.The Fair has over a 100 000 vistors and about 800 exhibitors which are the core target group forthe Swedish National encyklopedia.
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