Brand Experience and Activation > Product & Service

CABINET OF TALES

FORSMAN & BODENFORS, Gothenburg / BERATTARMINISTERIET / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

In 2011, Cabinet of Tales opened its first creative writing centres in Sweden. Children and young people aged 8 to 18 are welcome to work with storytelling in different forms. Prior to this, a large number of volunteers were needed. The objective of the campaign was to raise awareness of Cabinet of Tales and attract volunteers.

Effectiveness

The campaign rapidly became the No.1 trending topic on Twitter in Sweden. It was covered in 17 articles, ranging from leading newspapers to TV and radio. In just one day 17,000 people went onto the website and hundreds of people filled in the application to become volunteers. By the end of the day, the children's messages had reached over a million readers.

Implementation

The idea was to produce the world’s largest frape by letting a group of 12 year-olds take over famous blogs, Facebook statuses and Twitter accounts for one day.Over a hundred famous Swedish people were contacted. The kids wrote specific messages to fit specific blogs, such as sport or food blogs. All messages had a hashtag or link that could be connected to the Cabinet of Tales.

Relevancy

The campaign didn’t cost a cent. It also seemed a good idea to manifest the whole idea behind the Cabinet of Tales: To give kids a voice. And someone who listens.

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