| Title | STAY ON THE GROUND |
| Brand | SJ |
| Product/Service | SWEDISH RAIL WAY |
| Category |
G07. Corporate Purpose & Social Responsibility |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Placement
|
BIZKIT HAVAS Stockholm, SWEDEN
|
|
PR
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production
|
B-REEL Stockholm, SWEDEN
|
|
Post Production
|
B-REEL Stockholm, SWEDEN
|
Credits
| Ann Spennare Bengtsson |
Forsman & Bodenfors |
Account Supervisor |
| Anneli Kjellander |
Forsman & Bodenfors |
Account Executive |
| Elin Johansson |
Forsman & Bodenfors |
Art Director |
| Staffan Lamm |
Forsman & Bodenfors |
Art Director |
| Fredrik Jansson |
Forsman & Bodenfors |
Copywriter |
| Christian Sundén |
Forsman & Bodenfors |
Designer |
| Christoffer Persson |
Forsman & Bodenfors |
Designer |
| Maria Hallenborg |
Forsman & Bodenfors |
Planner |
| Robert Johnsson |
Forsman & Bodenfors |
PR-Strategist |
| Åsa Hammar |
Forsman & Bodenfors |
Agency Producer |
| Magnus Härdner |
B-Reel |
Director |
| Tim Lorentzén |
B-Reel |
D.O.P |
| Lia Eliasson |
B-Reel |
Executive producer |
| Mats Wolgers |
B-Reel |
Producer |
Why is this work relevant for Media?
The core of this campaign was a song released on all major streaming services and a music video released on YouTube. And wherever you listened, our message was told by the song.
Background
When people stopped flying during the pandemic, the amount of CO2 in the atmosphere was drastically reduced.
So when the restrictions around traveling started to loosen up, the Swedish Railways wanted to inspire people to rediscover our beautiful country, but to stay on the ground.
To do so we teamed up with Veronica Maggio - a well known Swedish singer. Together with her, we took an old song called ”Let’s Take Off From The Ground” and made a new, more climate-friendly version called – ”Let’s Stay On The Ground”.
Describe the creative idea / insights (30% of vote)
People love to travel. Even more so after pandemic travel-restrictions. At the same time people are getting more and more concerned about the climate crisis in the light of alarming reports and extreme weather events.
We wanted to let people know that they can continue to enjoy traveling - without harming the climate, as long as they stay on the ground and choose SJ (Swedish Railway, run on green electricity).
Describe the strategy (20% of vote)
As the need, and wish, for traveling in a much more climate friendly way is something that concerns everyone we target “the general public”.
From a media planning perspective we focus on everyone 18-59 years old, focusing on reach and the capability to come through with our climate message in an inspiring and emotional way.
Describe the execution (20% of vote)
The core of this campaign was a song released on all major streaming services and a music video released on YouTube. And wherever you listened, our message was told by the song. Making sure the campaign message would live long after the media budget was ended.
List the results (30% of vote)
A few days after the launch, climate activist Greta Thunberg tweeted about the song and it’s important message.
A lot of influential people in Swedish media and some of Sweden’s biggest news channels talked about the campaign.
All in all the campaign gave an organic reach of 8.5 million.
Two months after the launch, our song had already been played 1.4 million times on Spotify, which is great in a country with only 10 million people.
The song had also ended up on 270 public playlists and 19.000 private playlists on Spotify, which means that our message will be heard for years to come.
Please tell us how the brand purpose inspired the work
SJ (the Swedish Railways) wants to inspire people to travel in the most climate-friendly way.