| Title | BUSINESS LIKE A SWEDE |
| Brand | TCO |
| Product/Service | UNION |
| Category |
E01. Social Video |
|
Entrant Company
|
ANR BBDO Stockholm, SWEDEN
|
|
Advertising Agency
|
ANR BBDO Stockholm, SWEDEN
|
Credits
| Pontus Karlsson |
Anr Bbdo |
Account Director |
| Stephanie Moradi |
Anr Bbdo |
Copywriter |
| Andreas Lönn |
Anr Bbdo |
Art Director |
| Maria Fager |
Anr Bbdo |
Senior Account Manager |
| Channa Rogsten |
Anr Bbdo |
Pr Manager |
| Camilla Westman |
Anr Bbdo |
Head Of Pr |
| Anna Jensen |
Anr Bbdo |
Planner |
| William Björnstjerna |
Anr Bbdo |
Graphic Designer |
| Igor Zimmermann |
Callboy |
Director |
| Marcus Price |
Marcus Price |
Music |
| Per Karlberg |
TCO |
Marketing Director |
| Petra Jankov |
TCO |
Social/Digita Media Manager |
Creative Execution
We launched "Business Like a Swede" by publishing it on TCO’s YouTube-channel and other social media channels.
Using co-workers social channels played an essential role in the distribution of the video. Also 100 of the most influential young professionals were invited to a preview of the music video, and it was e-mailed to another 300 important young influencers.
The video was also sent to journalists covering social policy, music, and virals.
Another platform was Swedish channels abroad (chambers of commerce and consulates) because many tend to share information that highlights the benefits of Sweden, hat they miss while living abroad.
The video became a success! After only one day, the video was the most shared video and Number1 YouTube trending in Sweden. With over 770,000 views on YouTube, 61,000 social actions in social media and 30 news clips we managed to put the SPM on the agenda. Actually the Prime Minister even called himself the “Business Like a Swede Prime Minister.”
The campaign reached 26% of the target group of Swedish young professionals
(goal set to 20%) 83% of those who saw the video believes that the SPM is good for Sweden's employers and employees (goal set to 70%).
Sweden has the World's best working conditions thanks to the Swedish Part Model (SPM). The problem was that surprisingly few people knew about the SPM and how it benefits both employers and employees. TCO (Swedish-Confederation-of-Professional-Employees) gave us the task to increase awareness about the Model and explain it to young professionals.
Since SPM can be perceived as boring and complicated, we decided to explain it with music. We produced a music video where a CEO and her employees negotiate terms and conditions in the workplace in a rap-duet. Plus a music video is easy to share which aligns with the strategy to mobilize the audience where we normally find them - in social media.
The video takes place in the US, based on the insight that Swedes often take the benefits for granted, something that is not standard in other parts of the world, for example in the United States.