| Title | SCOUT VIEW |
| Brand | THE GUIDES AND SCOUTS OF SWEDEN |
| Product/Service | THE GUIDES AND SCOUTS OF SWEDEN - YOUTH AND PEACE ORGANISATION |
| Category |
C05. Co-creation & User Generated Content |
|
Entrant
|
GARBERGS Stockholm, SWEDEN
|
|
Idea Creation
|
GARBERGS Stockholm, SWEDEN
|
|
Production
|
GARBERGS Stockholm, SWEDEN
|
Credits
| Caroline Thunved |
The Guides and Scouts of Sweden |
Director of Marketing and Communications |
| Sara |
Zachrisson |
Project Manager Communications |
| Petter Ödeen |
Garbergs |
Creative Director |
| Ellinor Ekström |
Garbergs |
Art Director |
| Beatrice Sztanska |
Garbergs |
Graphic Design |
| Anna Alfonzetti |
Anna Alfonzetti |
Account Manager |
| Anna Hugosson |
Garbergs - Film |
Photographer |
| Najeb Albakar |
Garbergs - Film |
Retusch |
| Per Forssberg |
Garbergs |
Copywriter |
| Jacob Frisk |
Garbergs |
Art Director |
| Jan Lindforss |
Garbergs |
Account Director |
| Boris Mursin |
Garbergs |
Photographer |
| Kamila Halid |
Garbergs - Film |
Offline editor |
| Adam Lundberg |
The Guides and Scouts of Sweden |
Client |
| Farshad Shadloo |
Google Sweden |
Head of Communications & Public Affairs, Sweden and Finland |
| Andrea Lewis-Åkerman |
Google Sweden |
Communications & Public Affairs Sr. Associate |
| Northkingdom |
Northkingdom |
Production company |
| Louise Bergén |
Hedberg & Partners |
PR |
| Robin Lidbom |
Garbergs - Film |
Motion Creative |
Why is this work relevant for Direct?
Scout View is reaching out direct both to local Scout organizations and to the public interested in outdoor activities through Google Maps.
It created a pride in the local community and everyone could also view the actual Scouts creating the trails when walking the trail on Google Maps. You can follow the progress direct on Google Maps and scoutview.se.
Background
• Situation
The Scouts in Sweden is growing and want to continue do so. It´s a contemporary organization that embraces new technology.
• Brief
Show that The Scouts is up to date and an attractive activity for children.
Describe the creative idea
The idea behind Scout View is to engage the Swedish Scouts and to create an activation that children want to be a part of. It´s also an activation that you can follow in digital media both on scoutview.se and on Google Maps. That makes it a way to experience the Scout movement in a digital way. All Scout corps with 70.000 scouts are involved with the project.
Describe the strategy
Local press, tech media and sites, national news and social media targeted against children over 14 years old and their parents.
Describe the execution
Scout View is an innovative use of Google Map's intensified focus on user-generated content. By identifying the fact that Google Street View almost only covers the regular roads, the project could complement the image of Swedish nature and use it as a space for communication. Those who take a virtual walk in the woods will discover that it’s full of scouts. Scout View is an important part of changing the image of scouts to a contemporary youth activity embracing new technology. The trails are accessible through Google Maps and collected on scoutview.se??
In June 2017 the internal work to involve the 1000 Scout corps in Sweden.
The first Scout View expeditions with the Google camera took place in September and were documented. The film was used to spread the word to other corps and both local and international media and the site and project was launched in November.
List the results
Scout View has generated hundreds of news stories, many in local media both in tv and press where different scout corps get to tell about the project. At the same time, it has attracted interest all over the world and the international scout movement's central organizations with over 65 million scouts in 159 countries wants to be part of a global adaptation of the project.
An international adaptation of the project will launch later this year with over 65 million scouts in 159 countries interested in joining. The campaign has reached over 500.000 in social media. And the Google Instagram posted a Scout View film has more than 6.2 million followers. The post got 87.5k Likes, 1,568 Comments and was also posted on Googles Facebook in Sweden.
And more kids thought it was a good idea to join the Swedish Scouts. The membership has grown with 4% since last year.