Title	OUT OF HOME PROJECT
Brand	Clear Channel
Product/Service	CLEAR CHANNEL SCREENS
Category	B03. Creative Effectiveness for Good
Entrant	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Idea Creation	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Idea Creation 2	CLEAR CHANNEL SWEDEN Stockholm, SWEDEN
Media Placement	PRIME WEBER SHANDWICK Stockholm, SWEDEN
PR	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Production	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Production 2	BANNERBOY Stockholm, SWEDEN
Post Production	PRIME WEBER SHANDWICK Stockholm, SWEDEN

Name	Company	Position
Hannes Kerstell	Prime Weber Shandwick	Key Account Manager & PR Strategist
Jennie Körnung	Prime Weber Shandwick	Project Director
Daniel Wahlström	Prime Weber Shandwick	Senior Media Specialist
Hanna Belander	Prime Weber Shandwick	Creative Director
Felix Holfve	Prime Weber Shandwick	Art Director
Robin Wiman	Prime Weber Shandwick	Art Director
David Klagsbrun	Clear Channel	PR and Communications Director
Charlotte Lindqvist	Bannerboy	Executive Producer
Alexander Falkhammar	Bannerboy	Creative Developer

Objectives

Our objective was to increase awareness of Clear Channel by showing the possibilities digital screens have to offer. Clear Channel is an active player in cities where they are present through developing their screens in many different ways, and with their signs, they could contribute with a software that could be a real drive for change. Our starting point was the increasing amount of homeless people in Sweden, and the fact that winter was approaching, meaning more people in need of help. The City of Stockholm had recently directed that more shelters needed to open up when temperatures hit -7 C degrees, but the problem was that too few found their way. We wanted to change this, and saw an opportunity to use Clear Channel's presence in Stockholm (through +1 000 digital kiosks in the city) to roll out an emergency system – helping those who needed it the most.

Summary of the work

As winter 2018 approached, the City of Stockholm was keen to continue its focus on the provision of temporary shelters – for when the temperature dropped below minus seven degrees – to help the increasing number of homeless citizens. With people often struggling to find their way to the designated locations, we realised that Clear Channel’s digital screens could play a key role in combatting this problem and worked with the company’s communications and technical teams to create a ground-breaking emergency alert system. Based on weather data, distance and time, details of the nearest open shelter were shared on screens in carefully selected locations including transport hubs and other areas of high footfall, as soon as the temperature dropped. When the temperature sat above minus seven, a number of the screens displayed messages highlighting the need for volunteers and donations of basics such as blankets and clothes. Messages for the homeless also appeared, including where to get a hot meal, day shelter locations and key events designed to support them. During the winter months, a number of the homelessness organisations involved – including Stockholms Stadsmission and Ny Gemenskap – reported an increase in visitors to their facilities whilst others, including The Salvation Army expressed interest in signing up. Established events such as the lunch for the homeless held mid-December each year in Stockholm reported record attendance. The initiative attracted over 120 pieces of national and international press coverage, securing over 78 million in earned reach. In addition, a substantial rise in positive sentiment towards Clear Channel was noted and other offices within the company’s international network requested details of the campaign for local consideration.

Engagement & Awareness

The Out of Home Project reached over 78 million people in earned organic media, and got picked up by +120 national and international news outlets, including AdAge, Daily Mail and Fast Company. A month after the project started, an 85 precentral increase could be recorded with people saying that they get information about the homeless’ situation from outdoor advertising.

Social Behaviour & Insight

During the winter months, a number of the homelessness organisations involved in the project reported an increase in visitors to their facilities. Annual events such as the lunch for the homeless held mid-December in Stockholm reported record attendance. In addition to this, many non-profit organizations in Stockholm reached out to Clear Channel, wanting to be a part of the initiative. Across Sweden, thousands of people joined the conversation on social media. And they took action; donating necessities or signing up to be a volunteer at one of the shelters. In addition to this, Clear Channel experienced a spike in both employee pride and inbound job applications, while more cities within the company’s network now want to use the emergency system. As Ola Klingenborg, Clear Channels Vice President at the time, said: “Our billboards are located where people are, and thanks to technology we can develop solutions that can help both people and cities. This is something we see as an extension of our work in creating true value in the cities we operate in”.

Brand Affinity & Sentiment

89% of people reached by the campaign had a positive impression of the message, which means that the initiative had the second highest liking of all measurements in Sweden ever done by Clear Channel since they started measuring 20 years ago. In addition to this, a total of 78% became more positive towards Clear Channel after having seen the campaign.

Sales Success

4 out of 10 became interested in buying a product or service from the sender, and the initiative created business opportunities for Clear Channel in terms of other cities that became interested in the establishment of their digital signs, with some wanting to roll out similar projects. In addition to this, academia showed a huge interest in the initiative, resulting in a report from Gorgetown University, Washington D.C.

Conclusion

The initiative increased attention for an important matter, but more importantly, the ones who were in need of warmth and care the most, received it. Many of the related shelter organizations witnessed new faces appearing during the winter. The annual lunch for homeless people held mid-December in Stockholm reported record attendance, and from all over Sweden, people joined the conversation on social media and engaged in the topic. Many took to action; donating necessities or signing up to be a volunteer. 89% of people reached by the campaign had a positive impression of the message, which means that the initiative had the second highest liking of all measurements in Sweden ever done by Clear Channel since they started measuring 20 years ago. A total of 78% became more positive towards Clear Channel after having seen the campaign. Furthermore 4 out of 10 became interested in buying a product or service from the sender. When it comes to communication, the project reached over 78 million people in earned organic media, through 120+ Swedish and international news articles. A month after the project started, an 85 precentral increase could be recorded with people experiencing that they get information about the homeless’ situation from outdoor advertising. The initiative created business opportunities for Clear Channel in terms of other cities becoming interested in establishing their digital signs, many wanting to use the emergency system. In addition to this, Clear Channel noticed an increase in spontaneous job applications, together with an enormous internal pride that was built during the project.

Discounting Factors

No discounting factors.