Category E02. Launch / Re-launch
Entrant M&C SAATCHI Stockholm, SWEDEN
Idea Creation M&C SAATCHI Stockholm, SWEDEN
Production M&C SAATCHI Stockholm, SWEDEN
Additional Company JUDISKA MUSEET Stockholm, SWEDEN
Name Company Position
Daniel Sundin M&C Saatchi Stockholm Account Director
Klara Eide M&C Saatchi Stockholm Executive Strategy Director
Linda Norberg M&C Saatchi Stockholm Account Manager
Henrik Almqvist M&C Saatchi Stockholm Creative Director
Rachel La Chenardière M&C Saatchi Stockholm Copywriter
Alexander Hedström M&C Saatchi Stockholm Graphic Designer
Yrla Persson M&C Saatchi Stockholm Social Media Manager
Arvid Klintberg M&C Saatchi Stockholm Art Director
Fanny Lindell M&C Saatchi Stockholm Copywriter
Christina Gamstorp Judiska museet Museum Director
Therese Sheats Judiska museet Communication Manager
Jonas Edholm Stream Nordic Factor

Why is this work relevant for Direct?

We needed our target group Stockholmers – non-religious people in a secularized society – to visit a museum with a religious theme: the Jewish Museum. Through witty communication, we encouraged Stockholmers to share their stories as an entry fee. In this direct exchange, people opened up to both the museum and the life stories told there. The stories became part of the museum’s digital collection, and was shared in owned social channels – tying the strings of the campaign together. With a small budget and a simple, creative idea, we managed to reach our target group and make them act.


Sweden has a small Jewish population and is one of the most secular countries in the world. Lately, antisemitism has been increasing in the country. On Sweden’s National Day, as Nazis marched the streets, the Jewish Museum re-launched in Stockholm’s old town. The brief was to get Stockholmers to visit the museum – with a very limited marketing budget. Since the opening date was in the Swedish summer (when many leave town), it would be challenging to get visitors to any museum. On top of that we wanted Stockholmers – a non-religious group of people in a highly secularized society – to visit a museum with a religious theme. Our main objective was to meet the average visitor number before the re-launch: 10 000 visitors/year. Creating digital reach and attracting new followers were equally important goals. - Visitors: 850 unique/month. - Facebook followers: + 20% - Instagram followers: + 20%

Describe the creative idea (30% of vote)

We needed to evoke interest and make non-Jewish people feel the museum was relevant for them. Despite its name, the Jewish Museum is a non-religious museum. It’s not only about Judaism and old objects – it’s about stories and finding a place in the Swedish society. And just like the first Jews in Sweden, all of us carry our own story of finding our place in society. If the Jewish Museum is a place where stories are valuable, why not give them true value – the entry fee of 100 SEK? Through ads in print, social media and outdoor, we got the word out: anyone could share their story in exchange for an entry ticket. Not only did the idea generate buzz, it also removed an obstacle to visit – the entry fee. And the Jewish Museum became the first museum in the world to accept card, cash and words.

Describe the strategy (20% of vote)

Two key insights lay the ground for our idea. The barriers and preconceptions about visiting the Jewish Museum were many. “Another museum about the holocaust?” “Can I eat a hot dog on the way there?” “Can I visit if I’m non-Jewish?” And the entry fee of 100 SEK (10 €), in a city where many museums are free, didn’t make it easier. Aside from creating a buzz and attracting visitors, we also needed to explain what the museum is about, and making it more accessible and relevant for people. The target audience was Stockholmers. But since the reopening took place during the summer months when Stockholm is a popular tourist destination, we also wanted to get tourists to discover the museum. The call to action was simple: Share your story and get free entrance to the museum.

Describe the execution (20% of vote)

We wanted people to get a positive feeling around the Jewish Museum and not only associate it with the holocaust (one of the most common preconceptions about the museum). Therefore, we used a witty tone and light-hearted communication in print, social media and outdoor, to encourage people to share their story and visit the museum. The stories could be submitted by anyone, either through the website or in the lobby – in exchange for an entry ticket received in the mail. The digital solution was simple – the story was submitted into a form, and passed an intermediator making sure it wasn’t offensive. Besides granting entry to the museum, all stories were also uploaded as a part of the museum’s digital collection, available for anyone to read. On a small budget, we raised a serious matter; that people’s stories are valuable, and must never be forgotten.

List the results (30% of vote)

- In only the first two months after the opening, the museum surpassed its visitors’ goal for the entire year: +429% over goal. (An average of 4 500 visitors per month vs. the expected number of visitors 850 per month.) Normally, many of the visitors are classes from schools, but this was during the school holiday with no school visits. - A budget of 38 000 SEK (about 3,700 €) spent on social media channels led to a 100% increase in followers on Facebook and Instagram. (Goal +20%) - 247 920 unique views in social media channels. - 1 100 clicks - Over 100 press impacts And many people shared their own, personal story. But most importantly, we changed the common perception of a small museum called The Jewish museum and made people realize it was relevant for everyone, not only Jews.