Title	POETRY ON BUS 73
Brand	VATTENFALL
Product/Service	ENERGY COMPANY
Category	A01. Use of Promotional Events & Stunts
Entrant Company	DDB STOCKHOLM, SWEDEN
Advertising Agency	DDB STOCKHOLM, SWEDEN
Media Agency	IUM Stockholm, SWEDEN
Production Company	HOUSE Stockholm, SWEDEN
Production Company 2	AGIGEN 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
Astrid Kowalczyk	Ddb Stockholm	Digitial Growth Manager
Patrick Wilkorsz	Ddb Stockholm	Planner
Simon Strand	Ddb Stockholm	Pr
Daniel Israeli	Ddb Stockholm	Special Production Producer
Johan Svensson	House Agency	Agency Producer
Johan Dahlqvist	Ddb Stockholm	Creative
Niklas Johansson	Ddb Stockholm	Art Director
Christer Klinth	Ddb Stockholm	Copywriter
Andreas Blombäck	Ddb Stockholm	Digital Designer

The Brief

Vattenfall suffered from bad reputation and as owned by the state - needed to generate some positive attributes. The brief: create support and likability for their investments in electric travelling. But to listen to an energy suppliers vision of the future would go in one ear and come out the other. To show that Vattenfall is taking major steps towards a more sustainable future, we needed to do something that could actually engage. By highlighting a technological first, and letting people experience first hand how this is beneficial for their daily life, we created a more effective way of communicating.

Campaign Success

The campaign had 3 stages: Before the event (2 week period) – we invited people to join through TVC and online films, but also with short film interviews with the writers - along with banners with scheduled departures. To make the event easy to manage, people could book tickets for free on the campaign-site during this time. During the event (2 days) we shared the experience – on the actual bus, through live streaming on site and also airing the content directly through banners. Afterwards (for approximately 1 month) – we told the story about the campaign – in TVC/online films but also placed pieces of the poems in radio spots. Everything when accordingly to the plan. People showed up, the bus did not crash, there were no noise and the live streaming worked fine. The bus, since its a scheduled bus, kept of course going along the route after the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

Vattenfall has had a a 2-year continuous decline in consideration and preference scores. Our single purpose with this campaign was to generate liking for the Vattenfall brand. The campaign scored better than any Vattenfall campaign before - Liking 52% (previous best 41%) 12 departures were fully booked (total 560 people) 18 944 streamings (average listening per session: 2 minutes 14 seconds). 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% Sales and profit were not objectives of the campaign. However, results around awareness and attitudes: 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

Explain why the method of promotion was most relevant to the product or service

We turned Vattenfalls pilot-project (Sweden's first electric bus-line) into a new kind of experience. The public event ”Poetry on bus 73” (Swedish: Lyrik på buss 73) was the core of the campaign, and by collaborating with bestselling writers we provided the public with new, interesting content - along with live performances on the bus. People could also participate online through live-streaming The event itself became a fully integrated campaign that lasted longer than just the weekend, reaching far wider than the streets of Stockholm. ”Poetry on bus 73” made something very rational (an energysmart bus) into something emotional (a cultural live-experience) creating buzz and positive feelings for Vattenfall. The event generated interesting content that we used to support Vattenfalls mission, proving how electric transport is beneficial in our everyday lives.