Title	LOST & SOLD
Brand	SL – STOCKHOLM PUBLIC TRANSPORT
Product/Service	PUBLIC TRANSPORT
Category	C01. Guerrilla Marketing & Stunts
Entrant	EHRENSTRAHLE Stockholm, SWEDEN
Idea Creation	EHRENSTRAHLE Stockholm, SWEDEN
Production	HERMAN CAROAN Spånga, SWEDEN

Name	Company	Position
Jakob Elmgren	Ehrenstråhle	Art Director
Joakim Estemar	Ehrenstråhle	Copywriter
Åsa Von Yxkull	Ehrenstråhle	Production Manager
Anna Lennström	Ehrenstråhle	Business Director
Anna Mattsson	Ehrenstråhle	Social media manager
Johan Nerman	Ehrenstråhle	Copywriter
Lars Carlsson	Ehrenstråhle	Graphic Designer
Satany Doughouz	Ehrenstråhle	Graphic Designer
Marcus Bjurman	Ehrenstråhle	Creative Director
Amanda Rosenkrantz	Ehrenstråhle	Event manager
Tanja Peltoarvo	Ehresntråhle	Art Director intern
Linda Engström	Ehrenstråhle	Graphic Designer

Why is this work relevant for Brand Experience & Activation?

Lost & Sold was a way of doing instead of telling. With a media budget of 3400 EUR, we managed to get thousands of people to our pop up store in the middle of the Stockholm public transport system – and experience something completely new. Is that your sewing machine from the 70s? Is that your 90s DVD-box? The discussion about SL changed. It was no longer about delayed trains – it was about all the peculiar items being sold at our shop and the strange idea of even opening one.

Background

Situation: Every day, SL – Stockholm public transport takes 850.000 people where they need to be. It’s by far the easiest and most environmentally friendly way to get around the city. Despite this, the SL brand is not particularly popular with travelers and is better known for delays than sustainability. The Brief: SL wants to market their position as a sustainable company. As Stockholm public transport is a partly state funded organisation the audience is extremely critical to communication. With limited resources and budget, we were asked to create awareness and activation around SL:s sustainable offering. Objective: The target audience was all people living in Stockholm.

Describe the creative idea (20% of vote)

SL has always struggled with badwill. And traditional communication has never succeeded in solving it. Therefore, we decided to try something completely different - something we hoped would make Stockholmers lower their guard and be prepared to revise their image of SL. We started a second-hand shop in the Stockholm public transport system, where we sold stuff from SL's lost property department that was never picked up - for 32 SEK. The same price as a single ticket.

Describe the strategy (20% of vote)

Despite being 100% green and 97% on time, SL have low approval rate amongst their target group: Stockholmers, 15-65 years old. Therefore, we took the strategic decision to shift focus from SL and it's service, to a question people might care more about: their lost goods in the public transport system. This was also backed by the fact that their lost and found department is the only entity within SL that actually recieves good PR from time to time. We also leveraged the environmental sensibility that the creative world of second hand shops offer. Something Stockholmers are known to love. To drive traffic to the physical event, we used FB:s event platform with boost. It suited our cause, and at the time, FB:s news feed algorithm favoured showing events.

Describe the execution (30% of vote)

We started out by collecting interesting products from SL:s lost and sold department. We wanted a range of objects that could attract all types of people. Everything from African vinyl records to fashion bags. These products were photographed and turned into social media posts and invitations to the event. All product had a degree of strangeness to them with potential of creating engagement in Social media. The next step was to host the actual event which took place in the subway in the central of Stockholm. Here, we chose the biggest possible facility that where available within SL. We designed the store as a high fashion second hand shop, to contrast it to the mundane public transport surroundings and communicate the green aspect of the event.

List the results (30% of vote)

Results - Potential Impressions: 17 641 828 - Interactions: 167 053 - But above all, we got over a thousand people to go to Odenplan in the middle of the day to queue for a second-hand shop - and love it! - Media budget: 3400 EUR