| Title | CONNECTED CANDLES |
| Brand | THE CHURCH OF SWEDEN |
| Product/Service | PRAYERS WEB |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Media Agency 2
|
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
|
|
Entrant Company
|
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
|
|
Production Company
|
STORY BY MACHINE Stockholm, SWEDEN
|
|
Production Company 2
|
PHOSWORKS Uppsala, SWEDEN
|
Credits
| Joakim Kempff |
Starcom Mediavest Group |
Strategy/conceptdev/CIO |
| Mattias Nihlgård |
Church of Sweden |
Campaign Manager |
| Adam Wittsell |
Story By Machine |
CD |
| Linus Lord |
Starcom Mediavest Group |
Insight director |
| Pia Högfedlt |
Starcom Mediavest Group |
Account Manager |
| Maria Svensk |
Church of Sweden |
Prohject manager |
| Henrik Eriksson |
Starcom Mediavest Group |
Copywriter |
| Stefan Håkansson |
Church of Sweden |
PR Director |
| Ebba Häryd |
Prat PR |
PR Manager |
| Tommy Nordholm |
Story By Machine |
Technical project manager |
| Magnus Enqvist/Hampus Lemhag |
Starcom Mediavest Group |
AD |
| Jessica Svensson |
Starcom Mediavest Group |
Digital PLanner |
| Sofia Brattberg |
Starcom Mediavest Group |
Nordic Sem Planner |
| Sussane Folin |
Church of Sweden |
Production Manager |
| Sussane Gorne |
Church of Sweden |
Social media manager |
| Åsa Engström |
Church of Sweden |
Digital manager |
The Brief
All Saints Day on November 1st is one of the Church’s most important days, honouring the memory of deceased loved ones. Church members light candles by their graves at cemeteries in remembrance, but more and more people are physically unable to go to cemeteries on these days. This problem presents a unique opportunity where a digital presence can fill the void left in the real world.
Campaign Success
We installed 800 connected LED candles in trees at cemeteries around Sweden. Through a newly created smartphone app, people lit these candles and saw them in real time on their phone. The physical candles became beautiful installations, in both the analog and digital worlds, in a dark season. To facilitate the inter-human experiences, we encouraged people to share prayers on social media under #mittljus (#mylight).
We launched the campaign by a massive PR campaign letting a priest light a digital candle in national broadcast TV and focused on earned media in a sensitive time where traditional advertising may be offensive.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign was a huge success with over 18 million impressions (gross), more than 120 published articles and more than 30 minutes coverage in national TV. We managed to increase the number of people that perceived the Swedish Church as accessible from 43% to 54% in just one weekend.
We tracked 125,000 conversations in social media where people expressed their thoughts and feelings around their loved ones that had past away. There were 46,000 connected candles lit and around 115,000 visited the Church’s website over the All Saints Weekend.
Explain why the method of promotion was most relevant to the product or service
Approximately 1% of the Church of Sweden’s congregation lapses each year. The Church, like most religious institutions, needs help modernizing and being more accessible digitally. With centuries of tradition, the importance of creating deep, inter-human connections is one of the institution’s core values and they recruited an agency to help them take these steps into modernity. Our goal would be to increase the perception of the Church being accessible by 2-3%, drive 50,000 visitors to the prayers website and engage 12,000 direct interactions with upcoming All Saints Day activities.