Title	POETRY ON BUS 73
Brand	VATTENFALL
Product/Service	ENERGY COMPANY
Category	A05. Branded Live Experience
Entrant Company	DDB STOCKHOLM, SWEDEN
Contributing Company	DDB STOCKHOLM, SWEDEN
Contributing Company 2	AGIGEN Stockholm, SWEDEN
Media Agency	IUM Stockholm, SWEDEN
Production Company	HOUSE Stockholm, SWEDEN

Name	Company	Position
Lisa Björnberg	Ddb Stockholm	Business Director
Viktor Arve	Ddb Stockholm	Creative
Frida Siversen Ljung	Ddb Stockholm	Creative
Linda Bryttmar	Ddb Stockholm	Account Manager
Mia Engström	Ddb Stockholm	Digital Producer
Daniel Israeli	Ddb Stockholm	Special Production Producer
Astrid Kowalczyk	Ddb Stockholm	Digitial Growth Manager
Andreas Blombäck	Ddb Stockholm	Digital Designer
Patrick Wilkorsz	Ddb Stockholm	Planner
Simon Strand	Ddb Stockholm	Pr
Johan Svensson	House Agency	Agency Producer
Johan Dahlqvist	Ddb Stockholm	Creative
Niklas Johansson	Ddb Stockholm	Art Director
Christer Klinth	Ddb Stockholm	Copywriter

The Campaign

To listen to an electrical providers vision of the future would go in one ear and come out the other. In order to come across to the public, that Vattenfall is taking major steps towards a more sustainable future (more info medsamladkraft.se), we needed to actually to do something that could engage. By highlighting this technological first, and letting people experience first hand how this is beneficial for their daily life, we created a much more effective way of communicating. Vattenfalls new bus-project had a great quality due to its silence, and the literature angle to promote it was given. Even though poetry is not for everyone, it gave the technically advanced vehicle a kind of magic touch. Our selection of writers was key for the campaigns success – we invited young, old, bestsellers, up-coming, youth novelists, slam poets, crime writers – all to make the content appeal to as many as possible. We didn´t want to give the writers a brief on electricity – we gave them free hands which led to truly creative content, and they all took inspiration in silence in different ways. This was a bit scary for us, but great for the product and the credibility of the campaign. Vattenfalls role was the enabler, and should stay that way to create real liking. These charismatic people was also a great asset, letting us create even more great content like shortfilms, interviews andTVCs. To manage the event, we created the online booking system for the tickets. To make it more accessible, we added the live-streaming option. A good idea, since the departures were fully booked. Poetry on bus73 generated just as interesting content we hoped for, proving how electric transport can benefit our everyday lives. Content we used to gain support for Vattenfalls misson.

Vattenfall is own by the state and have for the last years suffered from a bad reputation. The brand has had a 2-year continuous decline in consideration and preference scores. Our goal with this campaign was to generate positive attributes for the brand, creating liking - and awareness of their investments in electric traffic (not increasing sales). Poetry on bus 73 resulted in the best campaign impression ever for Vattenfall: -Liking 52% (previous best 41%) -Other measures such as: warm friendly, memorable, new/creative delivered the best scores ever for the brand. -Improved brand impression 24% (benchmark average for Vattenfall 15) -Ranked number two out of all brands in Sweden who have increased its positive sentiment. 176,754 sessions at microsite during campaign period (www.medsamladkraft.se) Number likes/comments/shares on FB +2250 FB positive engagement 97%, negative engagement 3% - The 12 departures we´re fully booked (seating 560 people in total) The performances had 18 944 streams (where the average listening per session was 2 minutes and 14 seconds).

To promote Vattenfalls investments in electric transport, we chose to highlight the silence of bus 73 that only exists due to its electric powered battery. With the event ”Poetry on bus 73” (in Swedish: Lyrik på buss 73) we created branded content in the form of some unique entertainment. A group of bestselling writers wrote new pieces from a free brief to make the content as interesting and appealing as possible – and was presented by Vattenfall. The unique stories, written and told by the six very various voices were performed on the bus, broadcasted live on the website and also available for later download, giving literary fans a chance to listen to completely new pieces never exposed to an audience before.