| Title | LIVING WITH LAG |
| Brand | UMEÅ ENERGI/UME.NET |
| Product/Service | FIBER BROADBAND PROVIDER |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL 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 - STOCKHOLM POSTPRODUKTION Stockholm, SWEDEN
|
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 |
| Anna Jensen |
ANR BBDO |
Planner |
| Camilla Westman |
ANR BBDO |
Pr Manager |
| William Björnstjerna |
ANR BBDO |
Graphic Designer |
| Giustina Guariglia |
ANR BBDO |
Production Manager |
| 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 |
The Brief
On a market that is dominated by national telecom giants, the local fiber broadband provider ume.net wanted to increase their awareness, preference and sales. But due to its modest size and budget they needed to do something that would generate widespread attention. Since ume.net offers one of the world's fastest internet connections, we targeted our campaign towards an audience that suffers the most from disturbances due to slow internet connections (a.k.a lag); the early adopters of tech and gaming. They were not only the core audience but also our response and action measurement. Reaching them was the only way to reach our goals.
Describe how the promotion developed from concept to implementation
We needed to create something they would want to respond to. We defined comments, likes and shares on social media as our main response mechanism. Direct actions which would raise awareness, preference and eventually sales. So we combined a recurrent problem in their online life with state-of-the-art technology. Four volunteers were equipped with a custom-built lag-machine that could adjust video resolution and simulate real-time buffering and delay, demonstrating what reality would look like with slow internet. The experiment premiered on YouTube and carefully selected sites where they spend a lot of time, and lag is a hot and recurrent topic.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 world-wide. Living with Lag have generated over 5.6 millions views in 230 countries, 78 million impressions and 333,000+ social actions. The earned media value of €3.3 million was the result of a low budget campaign with a total of €81.000.
Explain why the method of promotion was most relevant to the product or service
With virtually no media budget we had to rely on our target audience in order to reach our goals. 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 - that's why we needed to create something unique yet relatable. To highlight ume.net's product benefit, one of the world's fastest internet connections, we built something that has never been done before and turned internet's biggest disturbance to ume.net's advantage while providing a distinct solution.