| Title | THE MOONHOUSE |
| Brand | FALU RÖDFÄRG |
| Product/Service | PAINT |
| Category |
A03. STORYTELLING |
|
PR Agency
|
RIPPLER COMMUNICATIONS Stockholm, SWEDEN
|
|
Entrant Company
|
RIPPLER COMMUNICATIONS Stockholm, SWEDEN
|
Credits
| Johan Molin |
Falu Rödfärg |
Managing Director |
| Axel Wennhall |
Rippler Communications |
Executive Creative Director |
| Lina Ekros |
Rippler Communications |
Account Executive |
| Mikael Ehrlington |
Rippler Communications |
Planner |
| Andrea Dahlenius |
Rippler Communications |
Project Manager |
| Mathias Öhlander |
Lundberg@co |
Art Director |
| Karolina Israelsson |
Rippler Communications |
Social Media Executive |
| Madelene Rydman |
Rippler Communications |
Pr Executive |
| Therese Modin |
Rippler Communications |
Media Specialist |
| Johanna Näsholm |
Rippler |
Media Specialist |
| Gustav Nord |
Flip/Flop Interactive |
Film Producer |
| Nina Wahlberg |
Flip/Flop Interactive |
Film Co/Ordinator |
| Mats Rigglöv |
Extrude |
Web Designer |
| Emil Forsbom |
Extrude |
Web Designer |
| Dennis Söderström |
Extrude |
Web Designer |
| Tomas Andersson |
Lundberg@co |
Account Supervisor |
| Tom Karlsson |
Flip/Flop Interactive |
Film Editor |
Creative Execution
We revived the project by gathering the key participants, signed a contract with the US Space Technology company Astrobotics and built our own crowdfunding platform.
We used the platform as a hub for curated content and focusing on key elements such as visuals, films, press releases, Oculus VR, Instagram-competitions, ambassadors and a Kickstarter-project. All the communicative activities were executed according to a detailed plan.
We set up a detailed launch plan to include a live press conference which made global headlines. All activities during the campaign were communicated through the hub and spread through social media channels, ambassadors and press.
REACH: 900+ millon people (featured in; Yahoo News, HuffingtonPost, The Guardian, Space.com, The Boston Globe, Gizmodo, The ShanDong Weekly, The Hindu, CnBeta, Cnet, Big Think, Dagens Nyheter, Brasil Post, NBC, Inquisitr etc)
MEDIA VALUE: €33 million
ROI: 2000% of a total budget of €160 000.
The strength of a PR-led campaign using visuals and films in all channels made 95% of the coverage include the cover picture and 60% included the 6 minute video about the project embedded.
But most importantly, the campaign set a new milestone in the history of Falu Rödfärg and moved the brand into the future.
In 2014, Falu Rödfärg, the original producer of the paint that coloured the famous swedish red cottage celebrates it’s 250-year anniversary. But how can a local anniversary make global headlines and take the brand 250 years into the future?
In 2003, Swedish artist Mikael Genberg started his most daring project together with Swedens space elite – to put a red house on the moon. To make this happen - he turned to politicians and business leaders for help.
However, by 2008 the world economy, and with it the project, hit a brick wall. Now in 2014 – the digital revolution has opened up new ways to spread and fund projects. Yet space remains only available to billionaires and states.
So why not utilize this change to democratize space through The Moonhouse?
Inspired by these new opportunities, Falu Rödfärg created a global crowdfunding campaign to revive The Moonhouse.