| Title | SONG CROSSWORD FACTORY |
| Brand | SWEDISH RADIO |
| Product/Service | RADIO |
| Category |
G01. BRANDED GAMES |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Credits
| Maria Bergkvist |
Forsman/Bodenfors |
Account Supervisor |
| Nicole Van Rooij Ekström |
Forsman/Bodenfors |
Account Manager |
| Ted Mellström/Agnes Stenberg Schentz |
Forsman/Bodenfors |
Art Director |
| Marcus Hägglöf/Pontus Levahn |
Forsman/Bodenfors |
Copywriter |
| Viktor Brittsjö/Ellinor Bjarnolf |
Forsman/Bodenfors |
Designer |
| Helena Wård |
Forsman/Bodenfors |
Digital Producer |
| Johan Wingård |
Forsman/Bodenfors |
Interaction Designer |
| Désirée Maurd/Lina Thomsgård |
Forsman/Bodenfors |
Pr |
Creative Execution
The Song Crossword radio program is all about solving mucic puzzles, and so was this campaign.
But since we let the target audience create their own song crosswords, their friends were much
more likely to interact and respond to the message. Music is also something very social. People
talk about artists and new songs and share playlists with each other all the time. In other words,
it's important for young people to know their music. In this campaign, we didn't only take
advantage of that, but we let people show how much they know, and challange their friends.
After two months, 54,200 song crosswords had been solved, and the average user spent almost 7
minutes on the website. Not too bad, considering the campaign was aimed only at the Swedish
market, and more specifically to young swedes.
The classic radio program The Song Crossword needed to attract a younger audience. The
problem was that young people aren't really into radio stations anymore. So to succeed, we had to
make song crosswords popular, in a way that's relevant for youngsters. So we made a website
called The Song Crossword Factory, where you can create your own song crosswords and
challenge your friends. Because a music quiz made by and sent from a friend, with the music that
you like, will be much more effective to create awereness and interaction. The
goal was to get people to create and share a song crossword, so that more people would visit the
website, create a song crossword of their own, and share it to even more people, and so on. In
the long run, we wanted to increase people's interest in The Song Crossword radio program.