| Title | TYPICAL GOTHENBURG |
| Brand | GÖTEBORG & CO. |
| Product/Service | TOURISM |
| Category |
D01. Use of Brand or Product Integration into a Programme or Platform |
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Entrant
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STENDAHLS Gothenburg, SWEDEN
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Idea Creation
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STENDAHLS Gothenburg, SWEDEN
|
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Media Placement
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VIZEUM Gothenburg, SWEDEN
|
|
PR
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STENDAHLS Gothenburg, SWEDEN
|
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Production
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NEXIKO Stockholm, SWEDEN
|
Credits
| Andreas Gunberg |
Stendahls |
Key Account Manager |
| Ann-Sophie Claesson |
Stendahls |
Account Manager |
| Carl-Johan Magnusson |
Stendahls |
Assisting Account Manager |
| Åsa Källström |
Stendahls |
Planner |
| Lina Rundgren |
Stendahls |
Production manager |
| Zeynep Sahin |
Stendahls |
Art Director |
| Mikael Andersson |
Stendahls |
Copywriter |
| Annie Lundgren |
Stendahls |
PR/Social media manager |
| Samuel Forsström |
Stendahls |
Designer |
| Agneta Fromell |
Stendahls |
Assisting Art Director |
| Marielle Ehlin |
Stendahls |
Assisting Art Director |
| Henrik Bäckström |
Stendahls |
Editor |
| Markus Persson |
Stendahls |
Prepress |
| Kristian Gonzales |
Stendahls |
Art Director |
| Andy McPherson |
Stendahls |
Developer |
| Craig Morey |
Stendahls |
Developer |
| Kakan Hermansson |
Kakan Hermansson AB |
Artist/TV personality |
| David Sundin |
David Sundin AB |
Comedian |
| Fredrik Söderholm |
Nexiko |
Producer |
The Campaign
Our creative idea was Typiskt Göteborg (Typical Gothenburg), a funny and lighthearted web TV series in four parts featuring two well-known Swedish TV personalities (David Sundin & Kakan Hermansson). As the show’s funny, dynamic stars explored Gothenburg, viewers followed along while they met its colorful residents, discovered its hidden gems and found out what’s truly typical for Gothenburg.
Packaging the campaign as entertainment, rather than more traditional advertising, gave us the freedom to showcase Gothenburg in a new exciting context, and really capture the audience’s interest. But above all, it gave us a unique opportunity to reach our target audience where they would be most receptive with an entertaining content that they actually wanted to watch.
Creative Execution
The campaign ran for four weeks in June of 2016. The episodes were released once a week during the four-week campaign period. Each episode explored a classic Gothenburg theme: humor, food, people and activities. Trailers in paid, owned and partner channels, and press releases promoted the premiere of each episode. We teamed up with Sweden’s largest news source, Aftonbladet, which became our primary distribution channel. All episodes were broadcast via Aftonbladet’s web TV channel, and editors published daily headlines on the newspaper's front page to drive traffic.
The web TV series was also marketed through the client’s own strong channels and drove traffic to the campaign site. There, visitors could watch the whole series, find an overview of the main characters exploits, follow in their footsteps and get inspiration when planning their own trip to the city.
By creating entertainment and distribute it via a well-established news and entertainment platform, we reached our target audience when they were receptive to our message and actually wanted to watch. We also got a lot of attention from the press and bloggers of Sweden.
The different clips from the series got a total of over 2 000 000 views (Sweden has a total of 9 million citizens).
Our total earned reach through editorials and articles (in a wide range of Swedish media) was 4 365 798 contacts.
Compared to the previous year, 127 000 more hotel nights was booked in the city.
This campaign was built around a tailor-made cooperation with Aftonbladet, Sweden's largest news source. By cooperating with them early on in the creative process we were able to produce the series so it became possible to use it as editorial content and broadcast the episodes via Aftonbladet’s web TV channel. Thanks to our unique cooperation with Aftonbladet they were also able to write headlines on their front page about different topics from the show. Every day. Over four weeks. This setup was the driving force of the campaign.
Insights, Strategy and the Idea
Our primary target audience was active families in a 300 mile radius from Gothenburg looking for a great travel destination for their summer vacation. It is difficult to convey a broad picture of a city's variety and atmosphere through a traditional advertising campaign, and to capture the audience and inspire them enough to get into the top list of selectable holiday destinations, is an equally great challenge. Especially during the most intense period of destination offers. Instead we created an entertaining campaign that our target audience actually would want to take part of.
By a very close collaboration with Sweden’s largest newspaper, Aftonbladet, we also made sure to be where our target audience spends their time. Each episode also had its own trailer that were used to boost the show in banners, Youtube pre-rolls, in TV4 Play (one of Sweden’s largest TV-streaming services) and on Facebook.