Winners & Shortlists

THE POP CHARADE RELEASE

TitleTHE POP CHARADE RELEASE
BrandPOPAGANDA MUSIC FESTIVAL / LUGER INC.
Product/ServiceMUSIC FESTIVAL
Category A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company SAATCHI & SAATCHI Stockholm, SWEDEN
Advertising Agency SAATCHI & SAATCHI Stockholm, SWEDEN
Production Company B-REEL Stockholm, SWEDEN
Credits
Name Company Position
Erik Hiort Af Ornäs Saatchi/Saatchi Stockholm Art Director
Petter Dixelius Saatchi/Saatchi Stockholm Copywriter
Gustav Egerstedt Saatchi/Saatchi Stockholm Creative Director
Elin Johansson Saatchi/Saatchi Stockholm Planner
Fredrika Frenkiel Saatchi/Saatchi Stockholm Account Manager
Louise Erdman Sundh Saatchi/Saatchi Stockholm Designer
Maria Lindskog Klasén Saatchi/Saatchi Stockholm Account Director
Nina Lee Saatchi/Saatchi Stockholm Community Manager
Magnus Härdner B/Reel Director
Olov Lagerkvist Saatchi/Saatchi Stockholm Assistant

The Brief

Popaganda is a Swedish pop festival, held in Stockholm the last weekend of August. The release of the artist line-up is the festival’s chance to stand out on a market cluttered with festivals and events. Our strategy was to involve fans and music journalists to take an active part in uncovering the line-up. We invited them to a scheduled game show on Instagram: Popaganda’s Pop Charades, hosted by Swedish pop star Veronica Maggio who also headlined this years festival.

Creative Execution

Instead of a traditional press release, we created a real time game show on Instagram, with direct response and interaction between one of Sweden's biggest pop stars and thousands of Popaganda's fans and followers. Pop fans who love to show off their music knowledge and compete with each other. With the Pop Charade Release we created a new type of visual music quiz, forcing them to step out of their pub quiz comfort zone.

Describe the creative solution to the brief/objective.

Followers were told to tune in to Popaganda’s Instagram at a set date and time. Then we released the artists one by one thru 17 video charades. The challenge for the participants was to guess which artist we were looking for. The first one to comment a charade with the correct artist name won tickets to the festival and a new artist name was lit up on the festival poster. For three hours, fans were hooked in front of Popaganda’s Instagram. The line-up quickly spread from Instagram to Sweden’s biggest websites and blogs.

Results

The game show kept fans hooked for three full hours and generated over 2 600 comments. The reach on Instagram reach was over 500 000 people. The festival line-up quickly spread from Insta to Sweden's biggest entertainment websites and blogs. Overall earned media reach was over 4 million, which is about 40% of Sweden's entire population.