Title	LIKE A SWEDE
Brand	TCO
Product/Service	UNIONS
Category	A01. FICTION: SERIES OR FILM
Entrant Company	ANR BBDO Stockholm, SWEDEN
Contributing Company	ANR BBDO Stockholm, SWEDEN
Media Agency	ADON Stockholm, SWEDEN
Production Company	B-REEL Stockholm, SWEDEN

Name	Company	Position
Stephanie Moradi	ANR BBDO	Copywriter
Fredrik Broander	ANR BBDO	Art Director
Maria Sandberg	ANR BBDO	Account Director
Andreas Lönn	ANR BBDO	Creative Director
Pontus Karlsson	ANR BBDO	Account Executive
Anna Jensen	ANR BBDO	Planner
Jacqueline Nyman	ANR BBDO	Production Manager
Linda Ulving	ANR BBDO	Production Manager
Tom Malmros	B/Reel	Director
Rikard Åström	B/Reel	Producer

The Campaign

In Sweden, Branded Entertainment and Content is an approach that has become increasingly popular amongst brands that questions the effectiveness of traditional media and see the possibilities in original content developed to engage consumers in more relevant platforms. Today, many major media outlets in Sweden have developed web tv shows and external sites dedicated to share, comment and recommend new, interesting, entertaining and viral content. Many of the videos are branded. Just like in the rest of the world, branded content have become a trending approach in Sweden to market a product or brand, rather than spending budgets on 30 seconds ads on TV. But there is some skepticism and criticism that exists in Sweden as a result of campaigns that have used a pr driven dramaturgy where the client or brand haven't been transparent in the beginning, only to be revealed when enough buzz have been created. In Sweden there are also regulations in the marketing legislation concerning the obligation for advertisers to be clear about who or what that is delivering the message of the ad or campaign.

Results

During the super election year of 2014 in Sweden, TCO, a trade union organisation in Sweden wanted to make the decision makers of tomorrow aware of the fact that they have one of the world’s best labour markets thanks to the Swedish Model. But only a vanishingly amount of people knows what Swedish Model is - a collaboration where employers and unions, without government interference, negotiate the conditions on the labour market in Sweden. So if no one cares or even knows about the model, who will develop it in the future? We targeted those who can - tomorrow’s decision-makers, i.e. young journalists, politicians and influencers. And we built the campaign on the insight that only the richest in other countries can enjoy the same benefits that they do. Benefits that are often taken for granted. Though, we’re never so prone to spread the word when they're mentioned in New York Times. So to get them intrigued, we looked towards the US and created a film starring a fictive American named Joe who’d found a new way of living - Like a Swede. And just like Swedes, he enjoyed things like parental leave, pension and vacation. Our target audience is an updated group of people that are frequent users of social media. So we invested a majority of the media budget on social video marketing including Twitter, to open up for digital spread, dialogue and debate. During the first 24 hours after launch, we activated TCO's internal channels and networks all over the world to get YouTube to perceive the video as trending. We also let a selected group of influential opinion makers see the film exclusively.

Our target audience is an updated group of people that are frequent users of social media. By premiering the film on YouTube, and investing a majority of the sparse media budget on social video marketing including Twitter, we opened up Like a Swede for digital spread, dialogue and debate. But the insight was what made them click and share - that only the very richest in other countries can enjoy the same benefits they do. Benefits easily taken for granted, but seen in a new light when told by someone else than a Swede.

Like a Swede exceeded all set goals. The awareness of the Swedish Model increased by an incredible 100% (goal: 30%) and the earned media value of the campaign was 1000% higher than invested. For the first time ever, TCO's president got to personally meet all of (goal: 50%) the Presidents of the political youth parties and discuss how the Swedish model can continue to evolve and still give us the best working conditions. Like a Swede became the most shared video commercial in Sweden within 24 hours after launch, generated hundreds of thousands of views, over 42 000+ shares and 110 000+ social actions and was spread across 221 countries all over the world.