THE POWER OF SWIMMING (CAN VR HELP KIDS CONQUER FEAR OF SWIMMING?)
| Title | THE POWER OF SWIMMING (CAN VR HELP KIDS CONQUER FEAR OF SWIMMING?) |
| Brand | SWEDISH SWIMMING FEDERATION / E.ON |
| Product/Service | SPONSORSHIP |
| Category |
A04. VR Experience |
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Entrant
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M&C SAATCHI STOCKHOLM, SWEDEN
|
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Idea Creation
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M&C SAATCHI STOCKHOLM, SWEDEN
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Credits
| M&C Saatchi Stockholm |
M&C Saatchi Stockholm |
M&C Saatchi Stockholm |
| Apartment5 |
Apartment5 |
Apartment5 |
| Lygrell&Silver |
Lygrell&Silver |
Lygrell&Silver |
| Rippler PR |
Rippler PR |
Rippler PR |
The Campaign
Stockholm University discovered you can use virtual reality to cure phobias by gradually exposing subjects to the source of their fear. This sparked the idea of creating a VR experience, hosted by Sweden’s top swimming stars, where children could experiment with putting their heads under water without getting wet.
Creative Execution
Using VR goggles ordered for free at eon.se, children could enter the VR swimming experience on YouTube. We also invited a group of water-fearing children to test the VR experience before getting into a pool for real.
Everything was documented and the film was spread to create awareness and encourage kids to order their VR goggles and take their first virtual strokes.
The campaign had a huge impact in a very short time and was picked up by major Swedish news channels. TV4’s breakfast programme and leading newspapers Sydsvenskan and the Gothenburg Post covered the initiative, which lead to over 230 million impressions worldwide. From a media / PR investment of approximately 200 thousand SEK, we generated media coverage worth over 49 million SEK. Crucially, it sparked a debate about swimming ability both in Sweden and internationally.
84% of those who saw the film say they now ‘like' or 'really like’ E.On. That’s a 19% increase in likability, or a staggering 380% of the target achieved.
The campaign also received praise from international influencers and journalists,.
But best of all, we found a unique solution to a very real problem. Today, thousands of goggles are still being ordered, giving as many children the chance to get closer to learning those vital swimming skills.
The strategy was simple: Go from SAY -> DO in the sponsorship. Make a difference for real.