Title	BUSINESS LIKE A SWEDE
Brand	TCO (SWEDISH-CONFEDERATION-OF-PROFESSIONAL-EMPLOYEES)
Product/Service	UNION
Category	B04. Charities, Public Health, Safety & Awareness Messages
Entrant Company	ANR BBDO Stockholm, SWEDEN
Advertising Agency	ANR BBDO Stockholm, SWEDEN
Production Company	CALLBOY Stockholm, SWEDEN

Name	Company	Position
Stephanie Moradi	Anr Bbdo	Copywriter
Andreas Lönn	Anr Bbdo	Art Director
Pontus Karlsson	Anr Bbdo	Account 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

The Campaign

Compared to other parts of the world, Sweden has the World's best working conditions thanks to the Swedish Part Model (SPM). The problem was that surprisingly few knew about the SPM and how it benefits employers and employees. Since SPM can be perceived as boring and complicated, we decided to use music. We produced a music video where a CEO and her employees negotiate the conditions in a rap-duet. 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. The objective was to put the SPM on the agenda with 10,000 social actions and 10 articles in relevant media, reach 20% of all young professionals in Sweden and make 70% of those who see the campaign consider the SPM good for Sweden. We launched the video "Business Like a Swede" by publishing it on TCO’s YouTube channel and other social media channels. Also the 100 most influential young professionals were invited to a preview of the music video, and e-mailed to another 300 important people. The video was also sent to journalists covering social policy, music, and virals. • With 770,000 views on YouTube, 61,000 social actions and 30 news clips put the SPM on the agenda. Even the Prime Minister called himself the “Business-Like-a-Swede-Prime-Minister.” • The campaign reached 26% of Swedish young professionals • 83% of those who saw the video believes that the SPM is good for Sweden's employers and employees.

The Brief

The goal was to: • Create a campaign that puts SPM on the agenda with 10,000 social actions and 10 articles in relevant media. • Reach 20% of all young professionals in Sweden, meaning people under 35 with an academic degree. • Make 70% of those who see the campaign consider the SPM good for Sweden and that it benefits both employers and employees.

Execution

The start of the campaign was the launch of the music video "Business Like a Swede". The film was published on TCO's own YouTube channel and on the campaign site www.likeaswede.se where more information on the Swedish party model were to find. TCO's own social media channels were a key starter for the spread of the music video, which also included its own employees and affiliates social media channels. The day of the launch, the music video was shown additionally for 100 young opinion leaders who TCO invited to their own event. A link to the music video was then sent out to 400 young opinion leaders. The video was also sent to journalists covering social policy, music, and virals. Another platform was Swedish channels abroad, such chambers of commerce and consulates, because many tend to share information that highlights the benefits of Sweden, hat they miss when living abroad.

The video became a success! After only one day, the video was the most shared video and Number 1 YouTube trending in Sweden. Strong political opinion leaders, such as Per Schlingmann and Annie Lööf, was a few out of hundreds who honored the video on Twitter. Aftonbladet.se (one of Sweden's largest newspaper) wrote on its front page "Swedish trade video can break the Internet". Even the Prime Minister called himself the “Business-Like-a-Swede-Prime-Minister.” • With 770,000 views on YouTube, 61,000 social actions and 30 news clips put the SPM on the agenda. • The campaign reached 26% of Swedish young professionals • 83% of those who saw the video believes that the SPM is good for Sweden's employers and employees.

The Strategy

Since SPM can be perceived as boring and complicated among people, we decided to explain the message with music. We produced a music video where a CEO and her employees negotiate the terms and conditions in the workplace in a rap-duet. Kind of unexpected by a trade union, 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 our benefits for granted, something that is not standard in other parts of the world.