In this competition "are you Klaus-Heidi?" DDB Stockholm are looking for a Swede to win a completely new life in Berlin, but only if they change their name to Klaus-Heidi.
Why is this work relevant for PR? We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at the center of one of the biggest gaming events of the year, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. Background Situation: The gaming market is a complex, highly competitive arena for brands where the target audience is highly sceptical to traditional commercial messages. For our client Lenovo it is even more challenging, as their budget is nowhere near some of our competitors. The Brief: Lenovo wants to market their gaming line of hardware in social media and at gaming events. Our main mission is to create engagement with the brand from the target group. As gaming is a very hard and competitive industry with an audience that is extremely selective we were asked to, with limited resources and budget, create awareness and activation online around Lenovo’s gaming equipment ‘Legion’ on our market, true to the brand values “Different is better”. Our main markets are Sweden and Finland, but the campaign has become a global success with new markets everywhere. Objective: The target audience is young gamers 18-30 yrs. Describe the creative idea (20% of vote) When every tech brand is looking to promote the next AR or VR invention we looked the other way and embodied Lenovos brand tagline “Different is better” in a new shape and form. We created a vehicle with pensioners as gamers that are the opposite of what the target group normally encounters and look up to. Our veteran strategy was then launched in two more markets; Finland and Russia and we created a battle between the Swedish Silver Snipers and the Finnish Grey Gunners. The teams of elderly gamers became a success in the gaming community, not because of their skills but for the sake of trying and bringing people closer together. A digitally overloaded group got connected with the "digital underclass". Grandmothers started playing with grandchildren. The teams got recognition in mainstream media as the Silver Snipers, Grey Gunners and Iron Legion proved that gaming is for everyone. Describe the PR strategy (30% of vote) Insight : When looking at e-sports, the fastest growing sport in the world, we found that it as a culture attracts mainly young men (10:1 ratio 2018), both playing and following, excluding not only women, but also older people. But gaming really isn’t about physical strength or about who you are or where you’re from. Anyone should be able to take part. And we decided to prove it in such a way that it would strengthen Lenovo’s brand in the e-sport community by creating a series of Counter Strike Teams only consisting of elderly people. This way, we could infiltrate the gaming community by actually taking part. Key message: Lenovo's brand line is "Different is better" and we wanted to show that by embracing different - gaming is for everyone. Target audience: Young gamers 18-30 Assets: A series of senior teams in digital channels and live events. Describe the PR execution (20% of vote) Implementation / timeline: We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at one of the biggest gaming events of the year in Sweden, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. So we launched another team in Finland working around the clock in social media and repeated the success on that market and generating media. Step three was to have the two teams battle it out as a "nation vs nation" via Twitch which attracted 70.000 views only aided by a few social media posts. Step four was a re-match at a gaming event in Sweden followed by a world tour with various events. Step five, the launch of more teams. List the results (30% of vote) must include at least two of the following tiers: When we sum up 2018, we can proudly look back at huge engagement from the gaming community. Our senior campaign vehicles have breached the closed off youth oriented gaming community and opened up for a brighter future for elderly within a digital world. With our limited budget, they have played against pro kids, made interviews, spoken with politicians, sold equipment and merchandise, inspired, been copied (seriously great) and become art. Numbers: 1.01 billion unique media impressions 10 683 450 dollars worth of earned media 20 min BBC documentary
Describe the brief from the client The Swedish Armed Forces are once again recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. To highlight this, and to show the demanding nature of the job, we decided to stage exactly that scenario. We wanted to activate the target group while simultaneously raising the question. Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash-tag? Describe how the promotion developed from concept to implementation To highlight the sacrificial aspect of working for the Swedish Armed Forces, we staged a scenario over the course of 4 days. We placed a box with an enclosed room in central Stockholm. A person willingly agreed to sit there until someone else took his place. Every hour a door would open, and if someone was there to take the place, he could leave. The question communicating the whole event was: Who cares? Because this time the only way to act was to physically take the place yourself. Describe the success of the promotion with both client and consumer including some quantifiable results: The aim of the recruitment campaign was to gather 4,300 applicants for 1,430 open positions. The event and the campaign helped site visits exceed 200,000 in just a couple of days. Social media, blogs, and forums quickly lit up with discussions concerning the recruitment campaign, and public service also reported of it. During a total of 89 hours that people could sit in the box, 74 people decided to enter and help whoever was in there. At the end of the campaign, 9,930 applications had been received. More than 2 times above the target. Explain why the method of promotion was most relevant to the product or service The event served to highlight an occupation where you have to give up your own comfort to help others. And to make a real difference, you need to act for real. Therefore the event was streamed live on a campaign site from where visitors could do nothing to help the person. There was no status update that would free him, and no tweet that could make a difference. By having to take the place physically we presented our target group with a predicament and a situation natural to the Swedish Armed Forces, that they perhaps might never consider.