Category G04. Social Behaviour & Cultural Insight
Name Company Position
Timo Orre The&Partnership Creative Director
Anton Holmstrand The&Partnership Copywriter
Arvid Ahnström The&Partnership Copywriter
Hanna Adelstål The&Partnership Copywriter
Sebastian Kamph The&Partnership Art Director
Joachim Medalen The&Partnership Managing Director
Leon Phang The&Partnership Planning Director
Jonatan Lindahl The&Partnership Developer
Marita Linnell The&Partnership Production Manager
Fredrik Pettersson The&Partnership Head of Digital
Lina Liljebladh The&Partnership Senior Search Specialist & Data Analyst
Malin Malmström The&Partnership Nordic AV Planner
Johan Åkstedt The&Partnership Digital Media & Programmatic Manager
Julia Tånge The&Partnership Production Manager
Clara Axelsson The&Partnership Digital Campaign Manager
Lena von der Burg Colony Agency Producer
Oscar Gullstrand Naive Society Director
Alice Ängeby Naive Society Producer

Why is this work relevant for Direct?

Our direct campaign "Fifty | Fifty" for e-retailer Tretti provides a fresh and progressive way to direct as it targets men and women slightly different in order to deliver a culturally insightful gender-based message: your relationship will be happier if you share the household work more equally. This approach is quite different from traditional whitegoods mailings that usually focus on price and product. This direct campaign boosted brand search and revenue significantly.


Tretti is the number one whitegoods online retailer. Selling white goods is tough as many consumers are bargain hunters. Tretti also offers the best price, but more importantly they provide valuable knowledge that can guide consumers to the right product. This type of advice is typically overlooked by consumers who tend to focus on price and price only. The brief is to strengthen Tretti as a brand that provides useful advice how to create a better household and knowledge about how whitegoods can add value to modern day life. The objective is to engage and activate consumers by creating a distinct brand campaign, and to make Tretti a brand known for their expertise in the area of cooking, washing, cleaning and other activities involving whitegoods.

Describe the creative idea (30% of vote)

According to official statistics from Sweden, 64% of all household work in Sweden are done by women. So, while Sweden is known for being a very equal society, household work is still primarily made by women. At the same time arguments over household work is one of the main reasons behind divorces. We found a study conducted at Stockholm University showing that relationships that share household chores are happier and last longer. Our campaign, called “Fifty | Fifty” aims to highlight the fact that your relationship will improve and your love will last longer by an equal share of household chores. We wanted to test this in an experiment involving a young Swedish couple. By installing new whitegoods with voice-activation modules that makes it impossible for a person to use an appliance twice in a row, we forced the couple to share chores fifty-fifty.

Describe the strategy (20% of vote)

Three different audience target groups based on family lifecycle in the market for whitegoods modelled in YouGov profiles: Young families 30-39, Adult families 40-49 and Active empty nesters 50-59. They have have recently bought a new home, are more urban and career-oriented, are into technology & cooking, are higher-spenders of white goods and shop online to a higher degree. The conventional approach to selling white goods is to offer a low price or talk about product features. We approached this differently. By tapping into societal issues of gender equality and progressiveness, we addressed both men and women simultaneously with a shared vision in mind: to share household work more equally and to achieve a happier relationship t. Men and women were addressed with a slightly different tone-of-voice. The campaign had two different CTAs: Learn how to improve your relationship by sharing equal and test if your relationship is equal.

Describe the execution (20% of vote)

We rigged a home with voice-controlled whitegoods and filmed a couple when they were forced to share fifty-fifty. The documentation was used for broad media and addressable media. The advertising drove consumers to a campaign area on the online store. There you could read more about how to make your household better by sharing work more equal, test how equal your relationship was and give advice on the right whitegoods that can make household chores easier. The campaign ran 5th of November 2018 to 20th of January 2019. In the campaign target group for TV 2,8 million have seen +1, 28% of the population in Sweden. Social media reached 3 077 000 contacts. Parts of the social campaign had an engagement rate on 16%. In OTV and social media men and women were targeted as separate target groups.

List the results (30% of vote)

Measurement period: November and December 2018 1. Advertising effects Ad awareness TV 2,7 million have seen +1 1,5 million have seen +4 Ad awareness YouTube +1,1 million have seen the #dela5050 video 2. Behaviour effects Google brand search +37% vs last year New website users +15% vs last year +90% vs period before TV 3. Business effects Revenue +21% vs last year

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Equality policies in Sweden has been a central part of the public debate since the 1970s, and the country is considered a leading pioneer in gender equality. Sweden appointed a Minister of Gender Equality in 1954, an Equality Ombudsman in 1980, and in 1991 the Gender Equality Act was introduced, enforcing equal pay for women and men. As of 2008 you only get full parental pay if parental leave is shared equally. Despite this, we found that Swedish household chores are far from equal. Only 36% all of household work are made by men, according to official statistics. At the same time it is one of the main reasons behind divorces. However a study made by Stockholm University actually showed that relations sharing chores equally were happier and lasted longer. So, by using this positive trigger we urged couples to share more equal.