| Title | DEBATTLE |
| Brand | SVERIGES RADIO |
| Product/Service | SWEDISH NATIONAL RADIO |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
|
Entrant Company
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CP+B Gothenburg, SWEDEN
|
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Advertising Agency
|
CP+B Gothenburg, SWEDEN
|
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Media Agency
|
MAXUS GLOBAL Stockholm, SWEDEN
|
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Production Company
|
MONTEROSA Stockholm, SWEDEN
|
Credits
| Cecilia Stenberg Forsberg |
CP/B Scandinavia |
Client Service Director |
| Björn Höglund |
CP/B Scandinavia |
Executive Creative Director |
| Gustav Martner |
CP/B Scandinavia |
Executive Creative Director |
| Mattias Berg |
CP/B Scandinavia |
Creative Director |
| Mattias Berg |
CP/B Scandinavia |
Art Director |
| Björn Höglund |
CP/B Scandinavia |
Art Director |
| Annica Brinck |
CP/B Scandinavia |
Copywriter |
| Anna Persson |
CP/B Scandinavia |
Producer |
| Mattias Berg |
CP/B Scandinavia |
Graphic Designer |
| Mattias Nordenham |
CP/B Scandinavia |
Graphic Designer |
| David Forss |
CP/B |
Motion |
| Gustav Johansson |
CP/B Scandinavia |
Assisting Copywriter |
| Markus Lindsjö |
CP/B Scandinavia |
Assisting Art Director |
| Kristian Hallberg |
CP/B Scandinavia |
Assisting Graphic Designer |
Results and Effectiveness
In only one week Debattle become the second most popular music app in Sweden on both App Store and Google Play, right behind Spotify. In average every app interaction lasted over 6 minutes. 60% of the users returned to the app and 37% of the users returned three times or more to make new rap-battles. The app also created a lot of user generated content in the form of rap-battle videos shared in social medias, which resulted in reaching many more in the target audience than the documented 15.000+ app downloads. But most importantly, Debattle got young voters to engage with Swedish politics and Sveriges Radio – while having a bit of fun at the same time.
Creative Execution
The audience were drawn to the content by showcasing the app on Swedish National Radio where different radio celebrities created their own rap-battles live in-app, by radio trailers promoting the app, or by following friends on Facebook, Youtube or Twitter where Debattle users shared their own rap-battles right from the the app. Online news medias also put up reviews including their own Debattle content.
Insights, Strategy and the Idea
Sveriges Radio – Swedish national radio – has an ongoing public service mission to keep the citizens informed. In 2014 that mission became even more important, with the Swedish elections coming up.
But a lot of young Swedes don’t even listen to the radio anymore. And it’s a real challenge to make them more passionate about politics. So how do you get their attention and make them care about the elections and Swedish politics in general?
Strategy:
We need to de-dramatize dead serious politics in an unexpected context - effectively distributing radio to a platform where the younger target audience both feel at home, and spend much time.
Execution:
We teamed up with Tankesmedjan, a popular satire show on Swedish Radio, and launched Debattle: A DJ-style app that lets anyone chop up political speeches into political rap battles between politicians - which can then be shared in social media.