Category C01. Mobile Apps
Entrant KING Stockholm, SWEDEN
Idea Creation KING Stockholm, SWEDEN
Media Placement IUM Stockholm, SWEDEN
Production B-REEL Stockholm, SWEDEN
Name Company Position
Frank Hollingworth King Creative Director
Pontus Ekström King Copywriter
Johan Tesch King Digital Director
Sunit Mehrotra King CEO
Pernilla Berg King Account Director
Lena Ivarsson King Account Manager
Per Wilson King Planner
Victor Söderberg King Planner
Michaela Wehtje King Planner

Creative Execution

”Let’s Talk” is an app that matches people who speaks fluent Swedish with people who needs to practise, making it possible for people all over Sweden to join in and help out. The main functionality is to make it as easy as possible for people to be matched with others and start talking. After matching you can start out by messaging each other, and when you feel ready you can call by voice or video. As a bonus function we have included Conversation Cards which you can activate any time. Let’s Talk is available for both iOS/Android. The app is available in the AppStore and Google Play. We started the work in January 2016 and launched the campaign in September 2017. The app is continuously supported with minor updates and campaigns.

The app was a huge success which reached numbers that exceeded our expectations by far - we have over 40 000 users, over 100 000 new connections has been made and over a million messages has been sent. 45 % of the target audience likes Läkerol better after the campaign. Läkerol is perceived as a brand that takes responsibility by 60%. And a large majority thinks that other brands should follow in Läkerols footsteps. But most importantly - Läkerol managed to actually make a significant change for the better in thousands of people daily lives.

The process started with a research phase, where we did focus groups with refugees and Swedes, met with organisations dealing with these matters, spoke to language experts etc. We then went into a design process, were we continuously tested the UX and designs towards potential users. The centre of the campaign was the app - for smartphones and tablets - Android and iOS. We also promoted the app with different films, commercials, longer content and how-to movies, outdoor ads (in 7 languages) etc. We also worked with influencers that are well known in the different groups. The target audience of the app was all adults with a smartphone - that either has recently arrived in Sweden or wanted to help out. The end target of the communication was people between 20-44 years.