| Title | THE POP UP LIBRARY |
| Brand | VOLVO BUS CORPORATION |
| Product/Service | ELECTRIC BUSES |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & restaurants) |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
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Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
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Production Company
|
ACNE PRODUCTION Stockholm, SWEDEN
|
Credits
| Cilla Peglow |
Forsman/Bodenfors |
Advertiser's Supervisor |
| Jessica Edström |
Forsman/Bodenfors |
Account Executive |
| Jens Odelbring |
Forsman/Bodenfors |
Agency Producer |
| Anders Eklind |
Forsman/Bodenfors |
Art Director |
| Björn Engström |
Forsman/Bodenfors |
Copywriter |
| Karin Nolmark/Jerry Wass |
Forsman/Bodenfors |
Designer |
The Brief
Our planning showed that there is a common knowledge about how electric buses increase sustanability . The challenge was to get people to experience with their own eyes, and ears, the the quietness of the new electric bus, and how it could change the life in the city. With no noice and no emissions it is even possible to bus indoor bus stops in houses, shopping malls - or in libraries.
Campaign Success
To demonstrate the quiteness of the new electric bus, we set up a pop-up library where the bus stopped right in the middle.
It was a real library, run by Gothenburg City Library, with librarians and thousands of books to borrow and read – in silence.
We took advantage of the biggest event in Gothenburg 2015 – the Volvo Ocean Race – and situated the bus stop and the library in the entrance to the race area.
Describe the success of the promotion with both client and consumer including some quantifiable results
370.000 people passed by the library within a week. (The total population in Gothenburg, Sweden, is 530.000.)
The Pop-Up Library was a follow up to a local awareness campaign. It is hard to separate the library event from e.g. print and PR effects, but it was the only part the campaign that focused on the quiteness of the bus.
After the campaign, 9 out of 10 in Gothenburg knew about the new electric bus.
Apart from sustainability the silence was the feature of the bus that most respondents mentioned spontaniously.
Explain why the method of promotion was most relevant to the product or service
The breif was to promote the the quietness of the new electric bus to the people living in Gothenburg, Sweden. Since only a few percent of the population live along this bus route or travel on the electric bus, we had to find another way to let people have an immidiate expercience the silence. So we created a Pop-Up Library with a bus stop in the middle.