26.1 MILLION VISITS IN 12 WEEKS – AND COUNTING – TO DRAFTFCB SWEDEN’S “HERO” VIRAL CAMPAIGN FOR RADIOTJÄNST

Draftfcb Sweden has launched a viral interactive film “The Hero” for Radiotjänst, Sweden’s public TV and Radio license fee collector, that continues to sweep the globe.

Since the launch of “The Hero” campaign on 16th November 2009 through 11th February 2010, the site has had a total of 26.1 million visits with 17.9 million unique visitors and 66 million page views in 230 countries.  6.1 million different “Hero” films have been created in the process:  each of the films have been personalised to feature what amounts to millions of everyday people being named “Hero of the World.”

Radiotjänst wanted to show the young metropolitan target audience in Sweden that they are an important part of the Swedish public service system and get them to start paying the broadcast fee.  While 90 percent of Swedish households pay this fee, the number falls to 60 percent within certain sub groups.  Knowing that this audience frequently uses the Internet and takes many things for granted in their “it’s all about me” world, the idea was to appeal to them by giving them an opportunity to star in their own film -- as the hero of the world.

Draftfcb’s ultimate solution was to create a viral interactive movie that thanks consumers for paying their broadcast fee while giving individual viewers the chance to integrate their own image into the film, in effective casting themselves as the hero.  You can view it at www.tackfilm.se/en.

Following the campaign’s launch, there have been 2,500 new broadcasting fee subscribers through the web to date – five times more than the initial goal of 500 (which was already a very ambitious goal).

“The young people that we had difficulty reaching with previous ads are now the majority of our new subscribers,” says Per Leander, Head of Communications at Radiotjänst.

In Sweden, ‘The Hero’ site currently has 30,000 unique visits per day, or 900,000 per month.  Compare that to the Radiotjänst homepage which receives on average 100,000 visits per month.  The campaign has also received global press coverage generating a demand for adapting the web application into English.  Foreign public service companies have also approached Radiotjänst for the rights to use their concept.

About Draftfcb Sweden
Draftfcb Sweden is a full services agency with a core digital offering based in Stockholm and employing approximately 20 people.  Fully owned by Draftfcb Worldwide since October 2009, the Swedish agency has been awarded creative and strategic awards including Cannes, Eurobest, Epica, 100W (Effie) and Golden egg: these are testament of the level of excellence in the work produced on behalf of our 20+ clients that include Vodafone global, SC Johnson, Nordic Gaming Group, Kraft, Espressohouse, Radiotjänst, Plantagen, Stockholm International Fairs, Holiday Club among others.  Our aim is to efficiently turn around ideas with high ROI to solve our clients’ business and marketing problems by creating focused and devoted “squad” teams. The Swedish leadership team includes Peter Håwi, CEO; Anders Dalenius, creative director; and Christina Larsson, CFO. For more information, visit www.draftfcb.se

Draftfcb is the first holistic, global marketing communications agency to operate against a single P&L, with a network that spans 96 countries and employs more than 9,500 people.  The agency is driven by The 6.5 Seconds That MatterSM, a creative expression recognising the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioural, data-driven direct marketing.  It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on IdeasSM. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.

Credits
Campaign - The Hero
Advertiser - Radiotjänst
Agency - Draftfcb Sweden
Creative Director - Anders Dalenius
Copywriter - Jesper Eronn
Art Director - Andreas Englund
Account Director - Per Hellberg
Production Company - Callboy AB, Stopp (Stockholm Post Production)
Director - Max Vitali
Channels - Internet