Bronze
Online Film
Travel & Leisure
| Entrant: | Forsman & Bodenfors, Sweden |
| Brand: | Visit Sweden |
| Title: | "Visit Sweden (not Switzerland)" |
| Corporate Name of Client: | Visit Sweden |
| Client Company: | Visit Sweden, Stockholm |
| Chief Marketing Officer: | Nils Persson |
| Media Company: | Mindshare, Stockholm |
| PR Company: | Hill+Knowlton , Stockholm |
| Agency: | Forsman & Bodenfors, Sweden |
| Copywriters: | Marcus Hägglöf/Pontus Levahn |
| Art Directors: | Agnes Stenberg-Schentz/Johanna Hofman-Bang |
| Agency Designer: | Sara Lemchen |
| Agency Producer: | Åsa Hammar |
| Agency Strategic Planner: | Kaj Hettman |
| Agency Account Executive: | Linus Larsson |
| Agency Account Director: | Ann Spennare-Bengtsson |
| Agency PR Strategist: | Julia Sjödin |
| Agency Head of Partnerships: | Jan Holm Weber |
| Production Company: | Bleck , Stockholm |
| Director: | Marcus Svanberg |
| Producer: | Jakob Berlin |
| Director of Photography: | Marcus Svanberg |
Description:
With this campaign, we took an unusual approach to create global interest – by addressing the campaign to only a handful of people: Swiss officials.
We spoke directly to the leaders of Switzerland about our mutual problem – that people all over the world mix up our two countries – and presented a solid solution. In the official looking video, we made sure to show some of the amazing places and things you will find in Sweden.
Switzerland on the other hand, was presented with … interesting things. We also provided a legal contract that we requested the Swiss to sign. As the video was launched, we sent a press release to multiple markets, presenting the initiative.
The choice to direct the campaign to just a few, to in the next step get global attention worked extremely well. 1000+ articles were published in 43 countries, and it was discussed on television news in the US, France, Japan and more. In addition to the massive media coverage, the campaign generated loads of engagement and user generated content.
The comment sections on Youtube and Instagram were filled with positive replies, support of the contract, personal stories and suggestions. Video content was created by media companies, unpaid influencers, and even ambassadors. Overwhelmed by the response, we swiftly made a video response to the Swiss ambassador in New York, starting a friendly battle. And another video, highlighting some of the responses from the public.
At visitsweden.com, where you could learn more about Sweden, the interest was record high. And out of the people who encountered the campaign, 89 % got more interested in visiting Sweden.