| Title | LIFEBOUYS WHO SAVE LIVES |
| Brand | TRYGG-HANSA |
| Product/Service | LIFEBOUYS/INSURANCE |
| Category |
B06. Use of Ambient Media: Small Scale |
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Entrant
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PERFECT FOOLS Stockholm, SWEDEN
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Idea Creation
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PERFECT FOOLS Stockholm, SWEDEN
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Media Placement
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PHD Stockholm, SWEDEN
|
Credits
| Anna-Maria Sjöberg |
Trygg-Hansa |
Campaign Manager |
| Emma Brandt-Johnsson |
Trygg-Hansa |
Head of Brand & Acquisition |
| Petter Lindkvist |
Trygg-Hansa |
Marketing Planning & Insight Manager |
| Mats Sundquist |
Trygg-Hansa |
Marketing Director |
| Hanna Axelsson |
Trygg-Hansa |
Communications Manager |
| Camilla Nordgren |
Trygg-Hansa |
Web Manager |
| Joseph Borenstein |
Trygg-Hansa |
PR Manager |
| Petter Träff |
Perfect Fools |
Account Director |
| Alexandra Gahnström |
Trygg-Hansa |
Spokes person Water Security |
| Ann Ystén |
Perfect Fools |
CEO/Client Director |
| Daniel Lunde |
Perfect Fools |
Creative/Art Director |
| Philip Arvidsson |
Perfect Fools |
Creative/Art Director |
| Magnus Ivansson |
Perfect Fools |
Creative/Copywriter |
| Klas Lusth |
Perfect Fools |
Executive Creative Director |
| Patrick Dry |
Perfect Fools |
Creative Director |
| Mirjam Krook |
Perfect Fools |
Designer |
| Josefin Enelid Roos |
Perfect Fools |
Producer |
| Maria Elmqvist |
Perfect Fools |
Research Planner |
| Rasmus Bjurström |
Perfect Fools |
Strategic Director |
The Campaign
Every year, 14 people in Sweden are safely rescued with Trygg-Hansa's lifebuoys. Stories that are largely untold and can serve as good examples of the importance of the Trygg-Hansa initiative.
Creative Execution
Life buoys are usually named after the place where they are located. We renamed life buoys around Sweden after the people who have used them to save a fellow human being. We placed a plaque under each lifebuoy with a story about the incident. We also created three social films, where the life savers told their story, for wider spread online.
The campaign was initiated in June 2017 when a lot of Swedes are close to water. We started off with six renamed lifebuoys that will remain at location indefinitely.
We increased awareness and liking of the brand (69%), but also consideration (+10%) and even the conversion rate (+6.5%) even though the campaign purpose was mainly branding. The public response was unequivocally positive.
Since 1954, the insurance company Trygg-Hansa has created an infrastructure of over 80 000 lifebuoys all over Sweden. They are literally everywhere. Waiting to save lives. Almost every lifebuoy has been part of a life saving incident. Stories that are untold. We chose specific lifebuoys that have saved lives as the media. We changed their name to the brave people who’ve used them and told their story. A friendly reminder of their importance.
Insights, Strategy and the Idea
In order to remind the public about the importance of lifebuoys, and get more people to act in case of emergency, we re-named a number of lifebuoys after the people who’ve saved others from drowning and told their story.