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Sweden’s most Swedish Job

by frenne on October 14, 2009

This is a Campaign for Svenska Turistföreningen (Sweden’s Tourist Association).

SVENSK VERSION


Background
STF is Sweden’s Tourist Association handling hostel and alpine chalets all over Sweden. The members of STF is an aging group and few young people know much about them. Our challenge was to change the apparence of STF and attract younger people to become members of STF.

Strategy
Make Swedes wanting to re-discover our country by displaying it in a new interesting way.
We wanted to create a modern version of a classic tale by Selma LagerlöfThe wonderful adventures of Nils“. A tale about a boy flying on a goose across all the historical provinces of Sweden.
But we did it as a job – Sweden’s most Swedish Job.

We divided the campaign into 2 phases:
1. Casting
2. The Adventure

1. The first phase was to find the person who where to travel all over Sweden. We needed someone that knew how to handle the social medias and made the application through youtube and twitter. In this phase we choose to tap into the conversation of another successful campaign, The Best Job in the World. This exploded as a hot topic in the media all over Sweden.

Finally we found Calle.

2. During the final phase which were the actual campaign we sent of Calle to travel around Sweden for 60 days. On his side he had the photographer Filip who documented the entire trip.
We created a blog where everything was documented using blog posts, videos, tweets, GPS-coordinates, game-shows, hostels and live-streams.

The Results
The campaign became a huge success.
Over 70% more traffic to STF’s website.
167 000 unique visitors per month
PR value over 7 300 000 SEK for just offline channels (TV, Radio, Newspapers)
Online sales went up with 50%

Syrup:
Account manager: Johan Sjöberg
Art Director: Henrik Frenne
Art Director: Thea Hamrén
Creative Director: Fredrik Lundgren
Copywriter: Walter Naeslund
Producer: Marlene Hernbrand
Programmer: Joel Larsson

Syrup:
Creative Director: Fredrik Lundgren
Art Director: Henrik Frenne
AD ass: Thea Hamrén
Copy: Walter Naeslund
Programmerare: Joel Larsson
Produktionsledare: Marlene Hernbrand
Projektledare/kundansvarig: Johan Sjöber

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