The brief: Google approached us with a challenge: How can we become the most influential brand and reach 60,000 of the world's top managers in mobile digital development during the world's largest trade fair Mobile World Congress (MWC) in Barcelona? Google wanted to "own" the fair, and since they weren’t sponsoring that year, it was a particularly challenging task.
The insight: When you are at a trade fair abroad, you usually don’t know what places to visit, especially around town our of the congress area. You worry about missing the events, fun parties and all the important people you want to have a chat with.
The creative output: We launched an app for Google, the "Heat MWC” which allows MWC attendees to identify the hottest popular spots at the event and around town - and connect to fellow delegates. The app helped delegates to connect in a fun and innovative way whilst inspiring businesses to appreciate the power of mobile.
The app users were able to see in real-time heat map where people went; which keynote, stand, event or bar that attracted the most delegates. The most popular and interesting places were shown in red on the heat map. Users could filter as they wanted to; if they wanted to see everybody, only users of a certain mobile platform or people from different countries. And when you found an interesting new contact, by bumping your phones together you instantly exchanged personal details and pave the way for future business.
The result: Google's objectives were smashed by far. 20 percent of the congress visitors, 10,638 people, downloaded the app and the average usage was over 30 hours during the fair's four days. The app was especially popular in the evenings when it was time to look for the best bars with all the important people.
Jung von Matt Sweden was the first external partner to create a technology platform branded by Google. Since then, the technique has been used in several other major events, such as the Cannes Festival.
DriveNow is a car sharing service from BMW Group and the car rental company Sixt. With DriveNow’s latest 300 BMW and MINI models, you will get around Stockholm quickly, cheaply and flexible. You can find the nearest car with our app and at the end of your journey, simply leave the car wherever you want within the business area.
In order to get Stockholmers to share cars with each other, we launched the company's biggest outdoor campaign to date – "Haffa en bil”. We wanted more people to discover DriveNow’s cool, fun and luxurious BMWs and MINIs and see it as the easiest way to have a car in the city, without having to worry about all the hard work associated with car owners.
Previously, DriveNow has marketed itself on digital platforms and through social media. Now we wanted to reach a broader audience and reach out to all the Stockholmers coming back from their holidays. The campaign reached nearly four million Stockholmers and could be seen on 100 strategically located adshels on Stockholm’s streets, squares, shopping malls, close to public transport and mostly, in Stockholm's subway.
The brief: Dunkin’ Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers each and every day. The company offers 50+ varieties of donuts, dozens of premium beverages, bagels, breakfast sandwiches and other baked goods.
Jung von Matt’s job was to launch Dunkin’ Donuts in Sweden. First out, on December 5, 2014, was the opening in Täby Centrum. The objective was to get as many people as possible on the opening days and create hype around the new launch.
The idea: "Fika" is something the Swedes keep close to heart and an important part of the Swedish culture. In our campaign, we positioned Dunkin' Donuts as a brand new, modern and joyful fika. Therefore, the brand promise became: The hole new fika. The promise was used everywhere where the campaign spread before the opening event: social media, PR, ads, OOH, DM, flyers, etc.
The solution: Build a hype around the opening by creating a queue event with entertainment, snacks, etc. On day 1, the first one in the queue got the Sweden's first Dunkin’ Donut and a VIP voucher worth 5,000 SEK. Customers 2-100 received an annual card with free donuts. On day 2 and 3, the 50 first customers each day received an annual Dunkin’ Donuts card.
- People gathered and started to queue a day in advance when Sweden's first Dunkin' Donuts opened in Täby Centrum. 100 persons slept over in the mall and people continued to queue three days after the opening - for a total of four days!
- The hype spread across Stockholm: the opening week beat all records and was awarded within Dunkin’ Donuts Europe as Europe's best campaign. Nowhere in Europe has the interest been this big.
- 6,000+ customers during the opening week purchased for an average of 153 SEK.
- Large media coverage (TV, newspapers, magazines).
- On Facebook, we got 10 992 new likes the first week with an average engagement rate of 20 percent and range of 224,000 people.
The brief: Create a global communication concept and a visual platform that can act as inspiration for local markets to glocalize within.
Challenge: How to create a concept that is clear enough to build Hyundai’s core values, and flexible enough to allow for local market’s to maximize their operational space.
Solution: The concept ”From A to be.” – emphasizing Hyundai’s philosophy that the car is an enabler for a brilliant life.
We gave the visual platform a natural lifestyle look, and a separate guide to the markets for how to reproduce the platform with local photographers or film production companies. The concept allowed for local caption copy.
The brief: Help Unicef communicate the need for clean water in Africa.
The insight: Every year an estimated 1.5 million children die from the lack of clean water and proper sanitation, making contaminated water more lethal than war. It is clear to us that war is a terrible danger for many children, but the fact that dirty water is even worse is something not many of us know.
The Key Message: Bad water kills more children than war.
The solution: To highlight the problem extremely clearly, we wanted a picture that goes beyond all languages and cultural barriers so that everyone could understand its symbolism. We dramatised the message with a strong picture in which a child holding a water gun against her own head while looking directly into the camera. The picture is photographed by Henrik Halvarsson in collaboration with Marina Kereklidou.
The result: An instant classic that went beyond advertising. The girl with the water gun has spread all over the world as an icon to help explain and emphasise the bad water problem. Also, our work has been displayed at The Museum of Modern Art (MoMA) in New York as a part of the exhibition ”Century of the Child”.
The image has rolled around hundreds of internet forums for social responsibility, and even been copied in oil and watercolors by various artists and graffiti painted across the back of a newsstand on The Shopping Street of Fuencarral in Madrid.
The brief: Since its launch in 2001, MINI has been a low-key brand with a low market share. When MINI launched MINI Countryman with the global concept ‘Getaway’, our specific challenge in Sweden was to make MINI attractive to more people and create MINI evangelists. And of course to sell more cars.
The solution: The world’s biggest reality game on iPhone – transforming Stockholm city into a living game board.
The creative output: For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in Stockholm city and win a real MINI Countryman. You used an app where you could see the location of the virtual MINI, all other players and yourself. If you got closer than 50 meters of the virtual MINI, you could take it with your phone. Then you had to get away, because anyone within 50 meters could take the MINI from you.
There was a chance to win every game day. If you had the virtual MINI in your iPhone at 8 p.m. you got to drive a real MINI for a week. On the final day, parts of Stockholm were totally jammed with players. The person with the virtual MINI in their phone when the game finished won a real MINI Countryman.
The campaign result. The campaign created astonishing interaction with the MINI brand. During the game week, 11 413 people participated and transported the virtual MINI nearly 1 500 physical kilometers. Average gaming time was 5 hours and 6 minutes per person. The buzz started spreading within minutes after the app was put up on App Store. Hundreds of thousands discussed the campaign in social media and people from 90 countries followed the game on our website.
The long-term result: The total sales of MINI increased by 92% in the first six months after the campaign, compared to the same period last the year before. The total car sales in Sweden increased by 48% during the same period. In short, MINI outperformed the automotive industry with nearly double.
The brand's top-of-mind increased by 131% and the purchase consideration increased by 350% during the first year.
The world's third most award-winning campaign in 2012.
Also, take a look at our other work for MINI – MINI AT WORK.
Grundig is a German manufacturer of consumer electronics, domestic appliances, and personal care products. In the Nordics, Grundig was perceived as a traditional quality brand, but seems to be off the radar as far as consumers are concerned. They did not associate Grundig with white goods, but almost exclusively with living-room electronics – TV, stereos, and radios. Conclusion: An old fogy.
The task was to integrate the global ”What really matters” concept with handball players in a 360° campaign and take leverage of the brand's sports sponsorship of GRUNDIGligaen (the premier professional handball league in Norway) while giving more focus on white goods product features.
Move the brand from the perception of being ”old fashioned” – compared to the competition – to a more modern, mid-premium, and contemporary brand. And connect stronger with the somewhat younger generation (male and female, 25-44).
Ticket gives Obama the chance to meet Putin at the very last minute.
When U.S. President Barack Obama arrived in Stockholm, he was greeted with large, red boards offering a cheap last-minute trip to Moscow. It was the Swedish travel agency Ticket giving Obama a chance to change his mind. For just 196 USD Obama could fly to Russian President Vladimir Putin and have the bilateral talk the Americans canceled a few weeks ago.
"Isn't it more important for you to discuss Snowden than 'femte jobbskatte-avdraget'?"* was the message on the boards seen at the airport Arlanda, outside the Swedish government headquarters Rosenbad and outside Grand Hotel where Obama is staying.
Meanwhile, in Moscow, an identical campaign was carried out directed at Putin. Signs outside the Kremlin offered Putin a last-minute trip to Obama in Stockholm for only 4906 RUB.
* 'Femte jobbskatteavdraget' translates to ‘fifth work-tax-deduction’. A hot current topic in Swedish national politics – but maybe not that interesting for outsiders.
The task: Launch MTG’s new channel TV10 – a free quality sports channel for men.
The challenge: When it comes to sports on TV, free isn’t necessarily the best.
The solution: Jung von Matt launched TV10 as the home for BIG sports. We created all channel graphics, logo and trailers with the insight: People like BIG sports events.
When the social problem of ”keying” becomes something positive.
Also, take a look at our other work for BMW:
In 2002, world class entrepreneurs ABSOLUT and ICEHOTEL had yet another crazy idea: open ABSOLUT ICEBAR together. The premiere in Stockholm was an immediate success. A few years later there were ABSOLUT ICEBARS all over the globe. But in late 2007, the owners realised they had to find new ways to elevate the product concept. It had gone stale – and Jung von Matt was brought in.
The partnership resulted in a new global brand platform and a number of conceptualized themes that travel between the bars. One of the highlights is that ABSOLUT ICEBAR was named bar of the year in London 2009. Sales took off in all the bars. Jung von Matt handled all facets from concept and themes to 360 execution, including staff and bar identity, communication and promotion.
The results? A new brand experience, more visitors, and happy owners.
A high-engagement integrated campaign to launch the new BMW 3 series.
We were asked to launch the all-new BMW 3 Series Touring on the Swedish market. As the strategically most important car model of BMW, the 3 Series defines the brand as it leads the way for the rest of the model range. It is also the model that accounts for the largest part of BMW’s sales. Our goal was to get people to spend as much time as possible with the brand.
BMW is one of the most desirable car brands. But it’s not alone in the market for premium cars. Mercedes, Audi, Volvo, Jaguar and Lexus – they are all after the same drivers. How do you build an icon brand in one of the toughest businesses there are? The key creative challenge was to create brand preference by engaging people.
The BMW target group are prone to like new stimulation and newsiness. They are competitive and like to be the first with everything. Thus, we gave them a way to experience the possibility to reach that scenario of being first, both from a competitive perspective, but also from a technological perspective.
Since the 3 Series shows the path for the rest of the BMW model range and its competitors, we created the concept The Pathfinder. In a nationwide treasure hunt, Sweden's first BMW 3 Series Touring was hidden digitally on Google Maps. The one who, within a timeframe of three weeks, found the car, won it.
We made it easier to search for the car by dividing Sweden into 180 million squares so that you could see where you have been. As clues, we placed blue pathfinders on the map at intervals that created a path to where the car was hidden. Over time, we reduced the search area by gradually eliminating parts of Sweden. The car was found after 10 intense days.
- Owned: BMW site, newsletter, invoices, showrooms, dealer forums.
- Earned: The ten most influential bloggers in Sweden, public relations to the trade press.
- Bought: Ads, TVC, Facebook-ads, Gowiral.
Proof of effectiveness:
- By moderating all the player's questions and comments, we succeeded in creating a socially engaging platform on both Facebook and other forums.
- 48.000 unique people visited the campaign site. And the players spent on average 3.5 hours with the brand searching for the car.
- On a long-term basis, Jung von Matt has successfully grown the BMW brand on the Swedish market with average annual growth rate of 7 percent.
The brief: Launch the exhibition ”Cosmopolitan metropolis along the silk road” (Staden vid sidenvägen) in Bergrummet to a broad public. Communicate how a multicultural society contributed to China's development during the Tang Dynasty (China's Golden Age) and was an active force in promoting sustainable global development.
The objective: Create momentum to reach 30,000 paying visitors.
The solution: Make 1400 years old history topical. We linked the exhibition's purpose to today's hot topics: the effects of migration and integration, world religions, feminism and the role of women in society through sensible and somewhat political headlines.
Deliveries: Print, OOH, online (banners triggered by hyperactual issues), social media and PR.
The new BMW X6 is more of a coupe than an SUV. To show this, the family resemblance to an original BMW 6 series coupe is emphasized through semi-translucent paper.
The brief: The Royal Swedish Opera is Sweden's national stage for opera and ballet since 1773. It’s a very well-known institution – but hardly trendy. With a loyal audience who slowly dies (!) and lack of new visitors, the opera needed to take a bigger grip and renew its image and communication towards new audiences without losing their faithful circle.
The Royal Swedish Opera’s former communication supported the somewhat dusty image of the opera, which was also supported by the traditional media selection: print in the daily press, where already loyal visitors seek information about the current offer.
Several of the Royal Swedish Opera’s performances are traditionally hard to sell because of their narrow audiences. Our mission was to communicate the Royal Swedish Opera’s performances in a new way to new audiences.
- Strengthen the brand while keeping the classical image of the opera and adding more appealing, inviting (make the audience feel included and welcome) and exciting values.
- Improve the attitude of the opera to make it the most popular theater scene in Sweden.
- Widening the audience and sell tickets to the shows. (The Opera had a limited budget why we had to both build the brand and sell more in each individual campaign.)
Four of our campaigns:
1. Orphée: The modern action-based version of the classic Orphée opera. As the story takes place in the underworld, we conducted the entire campaign underground, in the subway – a brand new media for this "fine" institute. A large photo-realistic 3D decal on the floor of the Stockholm Central Station, posters in the trains and online advertising. Result: 1 568 000 Stockholmers passed by during the campaign and the whole season was sold out.
2. The subscription campaign: We linked celebrities in politics, fashion, entertainment, art, and media to actual chair numbers they sat on when they were on the opera (from classical greats such as Martin Luther King, Ingmar Bergman and Prince Eugen to celebrities of today). The idea was to show that each chair subscription is a tangible way for everyone to become part of the opera's history. Result: Opera subscription sales increased 107 % compared to the previous year and new trial-subscriptions increased by 200 %. Also, the campaign was raised for two minutes in the popular television program Parlamentet.
3. The Royal Ballet leaves the Royal Opera: Boring, stiff and “not for me”. That’s a usual perception of ballet. But the truth is that it consists of fashion, art, sports, music and dance – things that people love. To reach new target groups and change their associations into something more relevant, we threw free themed ballet shows outside the Royal Opera House. The first campaign themed ‘Fashion’ was held three Saturdays in a row in Nordiska Kompaniet’s shop-windows. Result: Generating massive media attention, for example, an invitation to perform in TV4. And the whole season was sold out.
4. The Queen of Spades: An opera with an edge: Tchaikovsky’s classic. In a simple and fast way, we highlighted the essence of the performance: gambling and addiction. Print and outdoor.
The long-term result:
- Even the most obscure shows were sold out.
- The audience became more loyal and more people than ever before tried opera for the first time.
- The brand attitude towards the Royal Swedish Opera steadily increased for three years in a row, and finally became the number one theatre stage of Stockholm. Despite a much smaller budget than our main competitors (Stockholms Stadsteater and Dramaten), the Royal Swedish Opera became the most liked theater in Stockholm.
The scope of the assignment: Our successful collaboration with BMW lasted for 19 years (7 with JvM). We had the overall responsibility for BMW Sweden and partial responsibility for BMW Nordic and Europe.
We figured out that we made a yearly average of 40 campaigns of various sizes and about 22,000 productions for BMW over the years, including brand development, 360° campaigns, strategy and concept development, TVC, outdoor, print, digital, retail, PR, etc.
We’ve learned that everything, every single communication activity, is just as important. It is not enough with just some prize-winning campaigns now and then (but we do them as well) unless all other communication confirming people's image of a modern, vital brand.
Overview: Consumers want to drive expensive cars because of the status it gives them. But BMW had lost its glamor when the yuppies (young people with high paying jobs who gladly displayed their financial position) went off the road in a BMW in the beginning of the 90’s.
We used our tools Brand Egg and Brand Monitor to identify and measure the brand values in comparison with BMW’s main competitors Audi, Mercedes-Benz, Volvo and Saab.
After measuring the brand values for a while, we could se that almost all the tracked values increased, having a stronger connection to BMW than any of its competitors. Exception: BMW was still associated with being less responsible than its competitors.
When we knew this, we were able to base our priorities and decisions on this fact. To attract a broader audience, we had to communicate something else that gives the buyer the feeling of status beyond the fact that they can afford a luxury car.
The challenge: ow can BMW be seen as responsible and at the same time as young and exclusive?
The Key Emotional Driver: umans in general, and luxury car owners in particular, have an innate urge to relate to their environment by comparing themselves in relation to others, driven by status and social acceptance. To be seen as someone who drives a BMW instead of a cheaper car just because of the luxury feeling it gives is not perceived as socially accepted.
We had to find a new connection between what our target audience perceives to be high status and what constitutes high social acceptance among others.
The insight: Something else that drives status to this competitive consumer group, beyond a good financial standing, is to be a good driver.
What is the tension between the insight and the brand? With a dynamic and sporty car, which is built to stay on the road and to react more quickly and decisive than other cars, should be more prone to avoid accidents. Therefore, BMW will help its owners to become even better drivers.
The key message: The safest car is the one that makes you a better driver, because the best accident is the one that never happens.
The solution: Reinterpret BMW’s brand essence ‘Joy’ to a more social acceptable alibi and give the drivers a reason to own a BMW by referring to the relationship between car and driver more explicit, not just the car or the driver itself. If you love to drive, a BMW will support you like no other car.
The result after the campaign ”Active safety”: The measurements from the Brand Monitor showed that BMW went
from being rated as worse, to equal and in the end, we had the strongest connection to the value ‘responsible’ in comparison with Audi, Mercedes-Benz, Volvo, and Saab. But perhaps the biggest change was at the dealers, where the individual salesman for the first time could sell safety with a newly found self-confidence.
By never take driving pleasure for granted and always reinterpret its DNA with the change of pop culture and mega trends and constantly monitoring brand strength on every possible level and, we’d successfully launched new concepts to tune the brand. We became the world leader in building the BMW brand
– Jung von Matt Sweden as the benchmark for all the other markets globally.
Also, take a look at our other work for BMW:
The big energy companies have gigantic resources to change the world for the better – but mostly talk about grand visions and future technology. The small energy company Jämtkraft is different. Jämtkraft isn’t just an electricity-vending-machine. It consists of people honestly concerned about how electricity affect our lives. And the company gives a lot back to the local communities, both when it comes to lowering prices and developing infrastructure. No wonder Jämtkraft scores higher than any other energy company in customer satisfaction ratings.
For a long time, Jämtkraft has been focused on its local market, but the time has come to grow. Jung von Matt is proud to help an energy company that isn’t evil.
With the Blackout campaign, we wanted to give people something important to think about: how electricity affect our lives. After all, the most important energy comes from people, not an electrical cord.
The campaign was launched through film, radio, online, and a site that gives 100 ideas on what to do together with your family – without any other energy than human relations.
The electricity industry’s most effective advertising 2008-2011. 265% higher advertising recall per invested krone in media compared to Vattenfall, Fortum, Eon and Telge.
Sales result: + 180% of expected sales goals.
Hunt understands demanding big city customers.
For a long time, hunters have been predictably conservative – just like hunting stores. But the modern hunters aren't that impressed by tradition and convention. Our idea: Hunt is the Stockholmers hunting store; a small hunting store in central Stockholm who caters for them.
The challenge: Show that Hunt understands the discerning Stockholmers - the new generation hunters.
The result: Since 2008, Jung von Matt has created award-winning advertising to help Hunt become the premium hunting store for this new generation of hunters. Brand awareness +300 %, sales +12 %, hunt education programs + 14 %.
The brief: Our mission was to re-launch SodaStream in Sweden. The product was associated with soda and the 80s, and we needed to change that. The argument to avoid having to carry home bottled water, used in the first re-launch, did not work. This despite the fact that it was the main product benefit and consumer need according to the consumers themselves. Why didn’t the main product benefit sell any products?
The Key Emotional Driver: Even if the consumer need simply will be satisfied by purchasing the product, it’s not linked to our human motivational drivers. Therefore, consumers won’t buy the products. It just won’t be worth it, even if they need, want and can afford it.
The target audience has an innate urge to relate to their environment by comparing themselves in relation to others. Within social groups, they have a need for affirmation, prestige, and power. In short, they want to feel like better persons than their friends who they’ve just invited over for dinner.
By giving consumers the chance to make a statement and an alibi that they can be proud of in front of others, the social acceptance of homemade sparkling water will increase.
The consumer insight: “I would feel ashamed if I served homemade sparkling water when I have guests over. I’m worried that they will perceive me as lazy, ungenerous or poor. I rather carry home bottled water, than take the risk of being seen that way”.
The solution: With the increasing environmental consciousness – the bottle water drinker is the new smoker. SodaStream takes a stand for the environment and starts a war against the bottled water industry. With the best weapons there are: relevant fact-based arguments.
The result: The campaign got a huge impact in media. The bottled water industry tried to fight back – which gave SodaStream even more positive publicity.
SodaStream was transferred from a remnant from the 80’s to a modern statement for the environment.
From near zero (initial public offering) to over 750,000 sold units the first six months, SodaStream got the position of the category leader in the exploding marker for homemade sparkling water and assigned Christmas Gift of the Year.
The new BMW 1 Series and its advertising concept “Compressed intensity” was brought to the audience of a popular lifestyle blog. Instead of a traditional banner, the blog logotype was turned into a banner itself. In line with the idea of “Compressed intensity” all unnecessary vowels were removed.
The banner was launched in an anonymous teaser phase to create curiosity and positive buzz.
By disruptive use of the blog logotype, we achieved an extremely high click-through rate and buzz in the blogosphere. People actually started writing comments without using any vowels!
Also, take a look at our other work for BMW:
The challenge: Get Sweden’s top bloggers to write about our little-known yoghurt called ”Perle de lait” for free.
The solution: Disrupt the bloggers during the most ordinary and boring time of their day with something that is close to their hearts. The target group, including the bloggers, loves France as it stands for everything that ”everyday Sweden” is not. Fortunately for us, our yoghurt is French. We sent a delicious french breakfast direct to the bloggers home in the early morning. But it wasn’t just any kind of breakfast. It was a french dream including the day’s issue of Le Monde, a baguette, orange juice, Perle de Lait, a croissant, brie cheese, marmalade and a handwritten card from Perle de lait. The breakfast was delivered to the bloggers by two charming french guys.
The result: 11 deliveries resulted in 9 bloggers writing about their dream breakfast. Reach: 1,84 million. Increased traffic to the site: 705 %. Sales increase: 52% (compared to the same period previous year).
The task: TV show launches are typically based on trailers in the channel where the program will be broadcast and outdoor ads, but prior to the launch of the reality show ”Sandhamn”, TV3 wanted to try something new. The objective was to create interest in the first episode in a way that was both cheaper, more accurate and led to a greater engagement. Can we get Sandhamn to become a hot conversation topic?
Target audience: The target audience for the program was everyone between the ages of 15 and 49, but primarily the younger ones. Communicatively, we aimed primarily at the world of Stureplan* because the program was about the intersection between Stureplan and the archipelago idyll. By creating enough interest within this exclusive world, we could gain momentum and reach much broader.
*Stureplan is an area in central Stockholm and a well-known symbol for exclusivity. It is considered a playground for upper-class youth, celebrities, young business executives, etc.
A number of insights led us through the work:
- People in the Stureplan’s elite do not like anyone pretending or claiming to be a part of that group.
- Stureplan’s profiles do not want to mix with "unreasonable" people.
- Most people are fascinated by and love to hate the world of Stureplan.
- People in the country are frequent visitors of communities such as Stureplan.se and Finest.
The idea: The conceptual idea was a fictional event company called Sandhamnstek where two completely unknown guys pretended to be stekare (a typical stekare is a brat, usually a twenty-something Stockholmer whose main purpose in life is to show off his/her wealth, or more commonly, the wealth of his/her parents. They would give Swedes the opportunity to experience the glamorous life of Sandhamn.
After a casting process, we found two "initiators" behind the fictional company: Fredrik Nilsson and Mikael Hamrin - two very ordinary guys dressed up as stekare. Through these characters, we could find the balance between the absurd/fictional and the credible. But above all, we wanted to create an entertaining phenomenon with high conversational value, and with a humorous understatement.
The results: The fact that two previously unknown guys suddenly claimed that they belonged to the Stureplan’s elite upset people. The effects were rapid. Already after 12 hours, the big blogs started writing about Sandhamnstek. They were bothered by the business idea itself and made fun of the style of clothing, language, movies and website. And they questioned how the two guys could pretend to be Stureplan’s profiles when nobody knew them.
In just a few days, the blog became one of the most visited in Sweden. The website views also increased rapidly – in 10 days, we got over 30,000 visits, and booking requests began to come in (despite the provocative nature of the company, we got 43 booking requests).
After we revealed that the company was a bluff, the news about the TV show spread like wildfire. Mikael and Fredrik were hailed as heroes, even by those who earlier hated them. The television program Agenda lifted "Sandhamnstek" as an example of the new era of marketing.
But most of all: the first episode was seen by 325,000 viewers. The objective was to beat the average 247,000 viewers. We hit the target with 78,000! The total production cost for the entire campaign was only 185,000 SEK and media costs were only a fraction compared to regular campaigns. We managed to override the target in the number of viewers for a significantly lower cost than previous launches.
Accent has a wide accessory line with products based on fashion with functional solutions. The chain's position is to be the obvious bag expert – whether it's handbags or suitcases. The other product groups are wallets, gloves, and textile accessories.
Accent is aimed at fashion-conscious women and men who want to complement their wardrobe with the right accessories for all occasions.
Our Christmas campaign for Accent can be seen in stores, print, outdoors and in Stockholm's subway.
Why do travel agencies call it ”last minute trips” when they sell the trips for way longer than one minute?
In our campaign for World Tours (Världens Resor), we started selling ”last minute trips” during only one minute. A kick-ass last minute offer was sent by SMS. To buy the trip, you had to reply ”buy” within 60 seconds. That’s what we call Genuinely Definitely Last Minute Trips.
About Collectum: Collectum administers the supplemental private-sector occupational pension (ITP) to about 1.5 million private employees. They procure managers and push their fees to maximize the outcome of the pension. An important service that can increase your future retirement by up to 25% – if you activate it.
The challenge: When was the last time you looked at your pension savings? Probably not recently. The important rational arguments that had been used previously did not work and the letters from pension companies were as interesting as spam. Until the campaign, only 18% of Collectum's affiliated officials had completed their earned retirement pension and received reduced pension contributions.
The solution: Every year 1,5 million Sweden receive red envelopes from Collectum. We wanted to give them irresistible emotional reasons to open their envelopes, read the annual message and switch to lower taxes.
The idea: Jung von Matt sought out genuine, dramatic, engaging stories about letters that changed people's lives.
+ 30 % read the annual statement (highest value ever).
Advertising recall + 45%.
The campaign was noted for its creativity even outside of Sweden.
About Collectum: Collectum administers the supplemental private-sector occupational pension (ITP) to about 1.5 million private employees. They procure managers and push their fees to maximize the outcome of the pension.
The challenge: Pension is so hard and boring that people give up - they don’t fight for better terms. But an even bigger challenge: Collectum is an unknown brand with a minimal budget.
The solution: Turn the rules. Instead of the savers having to fight to understand, the trustees must fight to explain. Let the banks fight your money. Literally.
The idea: ITP Fight Club - the site where the trustees are forced to fight each other about the savers' money, on equal and objective terms.
The result: With less than 1% of PPM's budget, we reached more than 97% of the impact (when it comes to people reviewing their placements). Average time on site was 6 minutes. On average, visitors viewed 6.72 pages, which means they conducted the entire fight and visited the managers backstage.
MINI is a creative and extrovert brand that fits Jung von Matt like a hand in glove. We have launched a number of models, from the MINI Clubman, MINI Countryman to John Cooper Works – which is based on the legendary 50s race car. Through hard work and unconventional media, Jung von Matt has helped MINI sustain its market share in a declining market.
This is a part of our work for MINI AT WORK - MINI’s business car lease.
What does your dog do when it's home alone?
Stockholm Hundforum offers a variety of services for you and your dog centrally in Stockholm – dog daycare, courses, dog shop, etc. These days, most of our dogs spend their people’s workdays at home alone and we’ve all heard stories about dogs who misbehave while their guardians are away. Home-alone dogs get bored, and bored dogs are often “naughty” dogs.
If you don’t keep your dogs busy, they’ll find something to do on their own – and you may not like it. They might start to chew things up, decorate the floor with household trash, disturb the neighbors, urinate in the house, or…
We emphasize the importance of dogs being activated during daytime by showing what must be among the worst one can see somebody do, whether it's a human or dog.
The new MINI Cooper D has an environmentally-classed engine which makes it both green and – as MINI’s always have been – fun.
All GORE-TEX innovations are inspired by animals. This banner ad was designed to demonstrate the good grip of gecko-inspired gloves online.
To let one single user interact with a banner is nothing new. Instead, we created a “multi-user” interactive banner. To make it really unconventional, we register each user’s cursor. When you move your mouse cursor over the gecko/hand it gets stuck, together with the cursors from all other users. An innovative technological and visual solution that explains the gloves excellent grip.