Credits & Description:
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Title: THE SOUND OF GREEN
Advertiser/Client: THE SWEDISH POST
Product/Service: POSTAL SERVICE
Entrant Company: AKESTAM HOLST Stockholm, SWEDEN
DM/Advertising Agency: AKESTAM HOLST Stockholm, SWEDEN
Creative Director: Andreas Ullenius
Copywriter: Hanna Björk
Art Director: Lars Holthe
Account Director: Jacob Stjärne
Account Manager: Maria Ljung
Planner: Lars Friberg
Parcel Manager: Henrik Adenskog
Art Director Assistant: Kristoffer Larberg
Web Production: Magnus Svensson
Web Production: David Wahlgren
Account Executive: Göran Akestam
Advertiser's Supervisor: Marta Tiberg
Advertiser's Supervisor: Evalena Stille
Advertiser's PR Supervisor: Anette Eriksson
Describe the brief from the client:
In brief: show Swedes that Swedish Postal Service (Posten) are experts in parcel delivery, not only in flat mail. The target audience was everyone who sends and/or receives things through mail. Since web-shopping, B2C and C2C increases, the business potential is huge and Posten needs to become top-of-mind in order to become the chosen alternative more often – especially DHL, Schenker and other competitors are attractive alternatives. The core of the strategy was to show exactly how flexible Posten is when it comes to delivery of things, not only regular mail, and also portray Posten as a modern communications company.
Not only did the execution engage people in an appealing way though the product in itself is rather dull, but it also showed the modern side of Posten (which is often perceived as an old slow-moving company). Furthermore, the Sound of Green competition helped proving Posten’s excellence within the area and also showed their own parcels, which is an important product category of Posten’s.
Describe the creative solution to the brief/objective.
The solution was a competition called ”The Sound of Green”, and the idea was to let people look at, shake and above all listen to 80 different parcels, all containing different things (from speakers to hats). The competition was web-based, thus the shaking and the playing with the parcels were done through one’s computer. People were given the opportunity to guess what was in the parcels and if you guessed right, the parcel was sent to your home address. Hence, the target audience got the opportunity to actually see experience how flexible and excellent Posten is. In order to make people aware of our projects we placed advertising banners on relevant external websites, as well as on Posten’s own site, that would lead the target audience to the respective landing site. The message was spread through social media, which played a key role in driving traffic.
Describe the results in as much detail as possible.
Over the course of 14 days, 140240 guesses were made, i.e. on average 1753 guesses per parcel, which was a lot more than expected. In the end all parcels had found its way home to a winner and Posten had proved themselves a modern company that are experts in delivering almost anything to anyone, anywhere. Since people had a view of Posten as an old slow-moving governmental company, every second of interaction in a new context, which help create a more modern image for Posten, is a positive outcome.
The Direct marketing titled The Sound Of Green was done by Akestam Holst advertising agency for product: Postal Service (brand: The Swedish Post) in Sweden. It was released in the Jun 2011.