Forsman&Bodenfors, Gothenburg: SR Plus by Society 46
2013/5/9 11:24:026313
Client Brief:

Problem: Swedish Public Radio has lots of listeners. But people didn't share the programs with their friends. So Swedish Radio asked for our help. Insights: Radio wasn't made for sharing. A 55 minute soundclip is too massive. And you seldom like every second of a program, but rather specific parts. Strategy: To increase sharing, we opened up, and invited the listeners to interact with the programs. We wanted to activate the listeners in a radio dialogue, and inspire them to promote Swedish Radio's programs to their friends. Sharing had to be easy, personal and a natural part of consuming radio.

Implementation:

We invented a completely new way to consume radio. We made radio visual, interactive, and shareable. The solution is called Swedish Radio Plus ? a radio player for computers, pads and phones. When you listen to a program, you can add content to the timeline to add information (like a video with more info) and give your personal thoughts (making a comment). What you post in the timeline will also be shared on Facebook, with a direct link to that exact part of the program. You don't just share a program, but your personal take on a specific subject.

Results:

After just a few days, the website had over 100.000 unique users, in a country with only 9 million residents. Add to that the positive publicity on some of Sweden's major news sites, such as SvD, DN, GP, Aftonbladet and Feber, approximately generating over 4.5 million media impressions. On Facebook and Twitter, Swedish Radio got lots of cred for their social evolution. Words like 'innovative', 'very cool', 'fun' and 'impressive' were used ? exactly the kind of values Swedish Radio needs to be associated with.

Implementation:

For Swedish Radio, content is everything. And people already talked about it to some extent, in person or in forums. But the conversations were widely spread and hard to find. We created a new, interactive radio player with the content in focus, and where all conversations could take place, inside the programs. Plus, since our job was to increase sharing, the share-function was built into the player in the most natural way. Swedish Radio Plus is also a way for Swedish Radio to communicate with the listeners live. The hosts can be more responsive and the listeners more involved.
评论
Credits:

Title
PLUS
Client
SVERIGES RADIO
Product/Service
SVERIGES RADIO
Entrant Company
FORSMAN & BODENFORS Gothenburg SWEDEN
Sales Promotion/Advertising Agency
FORSMAN & BODENFORS Gothenburg SWEDEN
Copywriter
Marcus H?ggl?f
Art Director
Ted Mellstr?m
Account 
Andreas Engstrand
Nicole Van Rooij 
Supervisor
Ekstr?m
Designer
Axel S?derlund
Digital Producer
Stefan Thompsson
Agency Producer
Magnus Kennhed
Pr
Lina Thomsg?rd
Production Company Webb
Society 46
Director
Felix Herngren
Fredrik Falck

Producer
Simon Hernadi
Production
Stopp
Photography
Erik Sohlstr?m
Advertiser's Supervisor
Christian Rauch
Zu-Yon Han
Rebecka Ioannidis Lindberg
相关作品