| Title | LIVING WITH LAG |
| Brand | UMEÅ ENERGI/UME.NET |
| Product/Service | FIBER BROADBAND PROVIDER |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
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Entrant Company
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ANR BBDO Stockholm, SWEDEN
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Advertising Agency
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ANR BBDO Stockholm, SWEDEN
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Media Agency
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MAXUS GLOBAL Stockholm, SWEDEN
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Production Company
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STOPP/FAMILY Stockholm, SWEDEN
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Production Company 2
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HARD HAT Stockholm, SWEDEN
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Credits
| Oskar Skott |
ANR BBDO |
Art Director |
| Stephanie Moradi |
ANR BBDO |
Copywriter |
| Daniel Åhlman |
ANR BBDO |
Copywriter |
| Andreas Lönn |
ANR BBDO |
Creative Director |
| Fredrik Pantzerhielm |
ANR BBDO |
Account Executive |
| Giustina Guariglia |
ANR BBDO |
Production Manager |
| Camilla Westman |
ANR BBDO |
Pr Manager |
| Anna Jensen |
ANR BBDO |
Planner |
| William Björnstjerna |
ANR BBDO |
Graphic Designer |
| Håkan Boqvist |
Stopp Family |
Developer |
| Gabriella Karlsson |
Stopp Family |
Creative Director |
| Anna Nauckhoff |
Stopp Family |
Producer |
| Lisen Stålberg/Olmert |
Stopp Family |
Head Of Interactive |
| Gustav Fromell |
Hard Hat |
Director |
| Johan Helmer |
Hard Hat |
Cinematographer |
| Jenny Hedberg |
Hard Hat |
Producer |
| Simon Vallin |
Hard Hat |
Editor |
| Anders Brandén |
Hard Hat |
Sound Engineer |
| Edward Björner |
Stopp Family |
Sound Design Arrangement |
| Annika Pehrson |
Stopp Family |
Grading |
Results and Effectiveness
The goal to increase awareness by 5 percentage was exceeded by 40%, the goal to increase preference by 5 percentage was exceeded by 100% and the sales have already increased with 54%, exceeding the goal of 15% within six months.
Within 24 hours, the experiment had over 1 million views and was featured on all major technology and gaming sites around the world. As of today, the Living with Lag Experiment have generated over 5.6 millions views in 230 countries, 78 million impressions, 333,000+ social actions, and an earned media value of €3.3 million.
Creative Execution
With an extremely modest media budget we had to find a way into the social feeds of our target audience. And they are not only the ones suffering the most from lag online, but also an authoritative group on the internet that are always the first to share new and relevant content. We had to reach them and get them commenting, liking and sharing our content, in order to reach our goals. But given the sparse budget, we hade to choose our media channels efficiently and wisely. The Living with Lag Experiment was documented and premiered on YouTube. But to get closer to our target audience, we also targeted selected tech and gaming sites and forums where our target audience spend a lot of time, and lag is a recurrent topic. Just hours later, Living with Lag was trending all over the world.
Insights, Strategy and the Idea
On a market that is dominated by telecom giants, the local fiber broadband provider ume.net wanted to increase their awareness and market shares. But due to its modest size and budget they needed to do something that would generate widespread attention. In a world where many have accepted delays, buffering and other symptoms of slow connection online (a.k.a lag), we chose to focus on ume.net’s product benefit - one of the world’s fastest internet connections. We targeted an audience that suffers the most from internet disturbances; early adopters of tech and gaming. To get their attention we had to create something unique yet relatable. We combined a recurrent problem in their online life with state-of-the-art technology to demonstrate what reality would look like with slow internet connection. Four volunteers were equipped with a custom-built lag machine that could adjust video resolution and simulate real-time buffering and delay in real life.