Title | DEBATTLE |
Brand | SVERIGES RADIO |
Product/Service | SWEDISH 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
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.