Winners & Shortlists

2014 Promo & Activation

DEBATTLE

Short List
TitleDEBATTLE
BrandSVERIGES RADIO
Product/ServiceSWEDISH NATIONAL RADIO
Category B06. PUBLICATIONS & MEDIA
Entrant Company CP+B Gothenburg, SWEDEN
Advertising Agency CP+B Gothenburg, SWEDEN
Media Agency MAXUS GLOBAL Stockholm, SWEDEN
Production Company MONTEROSA Stockholm, SWEDEN
Credits
Name Company Position
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 Nordenham CP/B Scandinavia Graphic Designer
Mattias Berg CP/B Scandinavia Graphic Designer
David Forss CP/B Scandinavia Motion
Gustav Johansson CP/B Scandinavia Assisting Copywriter
Markus Lindsjö CP/B Scandinavia Assisting Art Director
Kristian Hallberg CP/B Scandinavia Assisting Graphic Designer
Plan8 Additional company

The Brief

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? By de-dramatizing dead serious politics in an unexpected context - in a media where the younger target audience both feel at home, and spend time.

Describe how the promotion developed from concept to implementation

Objective: To help Sveriges Radio fulfil their public service assignment and at the same time reaching and making young Swedes more interested in radio in general. Solution: 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

By using an app to promote radio we were able to reach young Swedes with little relation to the radio media. Also, by de-dramatizing dead serious politics in an unexpected, musically playful context - on a media platform where the younger target audience both feel at home, and spend time, we were able to help Sveriges Radio fulfil their public service assignment of making younger Swedes more interested in politics before the elections.