The PR project “Smirnoff Limited Edition” was an assignment from both Diageo and Carlsberg with the objective to create a concept that would render both Smirnoff and Smirnoff Ice publicity in traditional media as well as in social media. The assignment also included creating a crowd pulling event where Smirnoff and Smirnoff Ice would be directly exposed to the target group.

Target group The primary target group for the PR project was men and women between the ages 20 and 35, living major Swedish cities.

Concept Agency created a concept and an event that would be attractive for the target group and work as a pr tool for both social and traditional me-dia. The “Smirnoff Limited Edition” project gave three Swedish celebrities the opportunity to create the bar of their dream in the VIP section at one of Stockholms most popular nightclubs.

The three bars were built from scratch and only existed during three days. The assignment to the three celebrities acting as bar designers was to create a bar unlike anything they had ever seen in order to cre-ate great photo opportunities and spectacular backdrops to the launch parties.

“Smirnoff Limited Edition” took place over three weeks. Every Thursday the bar designers held their own launch party inviting their friends and assorted celebs. The bars were then opened up to the public during Fri-day and Saturday only to be torn down on the Sunday to never be seen again.

The celebrities chosen to design their dream bars where picked in order to be interesting to different kinds of media. The line-up consisted of the hip-hop artist Mange Schmidt, the TV and radio hostess Josefin Cra-foord and the Member of the Swedish Parliament, Fredrick Federley.

Agency handled every aspect of the “Smirnoff Limited Edition” project, ranging from event production to press handling.

Impact “Smirnoff Limited Edition” rendered nationwide publicity in all kinds of media. All in all, the project rendered 106 articles/TV segments/blog articles/radio segments during a period of three weeks. The total value of the coverage was estimated to 7,3 MSEK. Noteworthy publishers were Expressen, Dagens Nyheter, Dagens Media, National Radio (SR P1), TV4, Aftonbladet, Veckans Affärer, Finest.se, Blondinbella, The Voice, Glife.se, Politikerbloggen.se, Kanal 5-Gaybloggen, Livets Goda, Hanky,se and Nyheter 24.

Target group Everyone intrigued by space.

Concept A press conference was held in Gothenburg in conjunction with the national travel fair (TUR 2009). Present at the press conference was Danish astronaut to be and one of Virgin Galactic’s first customers, Per Wimmer, as well as representatives from the selected Swedish travel agencies and Virgin Galactic CEO, Stephen Attenborough.

Impact The press conference was covered by national and regional press, tv and radio. The launch generated over 50 articles in major dai-lies such as Aftonbladet, Dagens Nyheter, Expressen, Dagens Indu-stri, GT and Metro. Dagens Nyheter and Aftonbladet also made video reports for their web tv sections and leading newswire TT’s web tv distributed a report to regional and local media.

Leading tv channel TV4’s newscast Nyheterna aired a report as did public service broadcaster SVT’s national (Aktuellt) and regional newscasts (Västnytt).

In addition, the press conference was covered on three of the ra-dio network P4’s regional stations (P4 Göteborg, P4 Väst and P4 Norrbotten) as well as by national radio P3’s newscast. Attending astronaut-to-be, Per Wimmer, was also interviewed by radio network Mix Megapol. The event was also covered by tech blogs as well as several leading travel bloggers.

Here are a few examples of the publicity generated by the launch:

Dagens Nyheter

Ekot Sveriges Radio

TV4 Nyheterna

SVT TT – här i Värmlands Folkblad

E24 Expressen

Aftonbladet

TV4 Nyheterna - Sweden’s biggest commercial TV network.

SVT - Public service TV.

Ekot Sveriges Radio - National radio.

Dagens Nyheter - Sweden’s biggest daily.

TT – här i Folkbladet - Exampel of news agency article in local daily.

E24 - Online business newspaper.

Aftonbladet - Sweden’s biggest tabloid.

Expressen - Sweden’s second biggest tabloid.

Målgrupp Kampanjen hade flera målgrupper. Den primära var MTV:s befintliga tittare men med kampanjen ville man också nå politiska beslutsfattare och presumtiva annonsörer.

Idén AAgency valde att arrangera en spektakulär masskyss över de politiska blockgränserna mitt i Sveriges politiska och mediala centrum: Donners plats i Visby, mitt under Almedalsveckan.

På plats inför ögonen på landets politiska elit, Sveriges viktigaste opinionsbildare och ett stort antal journalister och fotografer samlade vi ett hundratal representanter för landets politiska ungdomsförbund med de olika ordförandena i spetsen.

På vår signal kysste sedan MUF:s ordförande sin kollega i SSU, den kvinnliga ordföranden i LUF kysste den kvinnliga ordföranden i KDU, unga moderater från Skåne hånglade med SSU:are från Lappland och så vidare.

Under cirka tio minuter pågick denna gränsöverskridande kärleksmanifestation för miljön inför massor av nyfikna makthavare, TV-kameror, radiomikrofoner och dussintals fotografer och reportrar.

Resultat Det mediala genomslaget för Kiss for Climate blev omfattande. Det aktuella ämnet och de spektakulära bilderna gjorde aktiviteten intressant för många av landets medier. Bland de större tidningar som publicerade fanns bland annat Metro, Aftonbladet, Expressen, Sydsvenskan, GT och Kvällsposten. Bland smalare medier uppmärksammades politikerkyssen bland annat i Resumé, Dagens Media, Politikerbloggen och Almedalsbloggen och i Sveriges Radio förärades Kiss for Climate både med ett tre minuter långt inslag i P3s nyheter och ett inslag i Kvällspasset. Alla yngre politikers bloggar fylldes av bilder och kommentarer om MTV:s aktivitet.

Som ett direkt resultat av den mediala uppmärksamheten kring Kiss for Climate och politikerkyssen i Visby märkte MTV en markant ökning av så väl trafik som inskickade bidrag till sin kampanjsajt.

Target group GE Capital Solutions’ target group for the activity was first and foremost fleet managers at major companies and in the public sector. A secondary objective was also to reach all employees of these organisations who might require a leased car.

Concept In collaboration with GE Capital Solutions, Agency compiled extensive statistical data on all leased vehicles in Sweden, i.e. not just GE Capital Solutions’ own vehicles. These figures were then broken down in a number of different ways in order to generate interest within different media.

The breakdowns were aimed at finding interesting comparisons between different branches and regions in Sweden with regard to, for example, choice of brand, model and colour as well as how many opted for a green car alternative.

On the basis of this data, Agency produced studies that it could use to work the different media with what was for them highly interesting information. As the target group mainly consisted of companies and the public sector, Agency chose for the first phase of the campaign to use a study that compared what kind of company cars were chosen in the financial sector as opposed to the public sector.
In the second phase, we focused on the IT sector and green cars. All together six different breakdowns of the data were used for targeted efforts toward different media.

Impact Car Leasing in Sweden generated publicity throughout the country, and in a wide range of media beyond the activity’s primary target media. Articles and graphics on the study were published in media throughout the country, and appeared in newspapers as well as on the web.

Prominent among the media that wrote about Car Leasing in Sweden are Dagens Industri, Svenska Dagbladet, Dagens Nyheter, TT, Sydsvenska Dagbladet, Göteborgs-Posten, Norrbottens-Kuriren, Västerbottens Folkblad and Upsala Nya Tidning. Important trade publications such as e.g. Computer Sweden and Teknikens Värld also carried various breakdowns of the study. Altogether the campaign resulted in over 80 articles in newspapers and on the web.

Target group The primary target group for the campaign was guys and girls aged 15 to 24.

Concept Tila was already a star before the launch of the series, having made a name for herself on the Net as a model and avid blogger. The launch built upon this and was given a sneak kick-off with a blogger get-together at the MTV studio, where those present got to see the first episode of the series and have a go at being a TV star themselves. Coached by MTV host Shire, the bloggers got to shoot a promo and try out the role of MTV-VJ.

The blogger get-together was followed up with an intense media blitz leading up to the launch with Web TV clips, interviews with Tila, and plenty of material providing information about the series. At the same time, all the country’s TV columnists received an exclusive advance view of the show via a “secret” page on MTV’s site.

Before each new episode, personal mails were sent out throughout the spring to all bloggers and writers that gave them the opportunity to see the show one-day before broadcast.

Impact The media response to the campaign was huge with well over a hundred articles appearing in a large number of newspapers and blogs. Both Aftonbladet’s and Expressen’s Web TV continuously updated their sites with clips from the upcoming episodes. Articles could be found in publications such as Aftonbladet, Expressen, Dagens Nyheter, Café, Slitz, Okej, as well as a large number of local papers linked to TT-Spektra. On the Net, coverage of Tila and her romances appeared on Kenza, Hanky and QX.

15 percent of the girls and guys aged 15 to 24 who watched TV on the Saturday of the launch chose to tune in to the premiere episode of ”A Shot at Love with Tila Tequila”. Those are the highest viewer ratings MTV Sweden has ever had. Throughout the spring, MTV continued to enjoy the highest ratings ever recorded since measurements began in 1995, and Tila Tequila was the series with the highest average viewership during the same period.

The world’s first spaceline, Virgin Galactic, has signed up Agency to handle their PR work surrounding their announcement of the company’s five Accredited Space Agents in Scandinavia. The press event is to be held in Gothenburg on the 17th of March, two days prior to the TUR fair - the biggest travel industry fair in Scandinavia.

Agency has a long list of clients in the travel industry, among them are Viking Line (the biggest ferry company on the Baltic Sea), Solresor (Sweden’s fourth largest charter tour operator), easyJet (Europe’s leading low cost airline), STS Alpresor (the biggest skiing tour operator in Scandinavia) and Stena Line (one of the world’s largest ferry companies) to name a few.

– We already work with charter tours, cruises, skiing trips
and a low cost airline. Space is the next logical step for us and Virgin Galactic has, without any doubt, packaged the ultimate vacation, says Jesper Lövkvist, creative director at Agency.

Virgin Galactic is the world’s first spaceline and was founded in 2004 by the british super entrepreneur Sir Richard Branson. Within a few years time Virgin Galactic will offer space trips from Kiruna in the north of Sweden and from New Mexico in the US.

– Agency has an impressive trackrecord of working with all kinds of  
companies in the travel industry and strong brands in general. We are  
delighted to be working with Agency in Sweden, says Carolyn Wincer,  
Head of Astronaut Sales at Virgin Galactic.

Tickets for the Virgin Galactic space trips are already on sales. The price is 200 000 US dollars during the first year of flying. After that prices will drop gradually down to 20 000 US dollars.
300 people have alreday booked their tickets. Another 85 000 people in more than 125 countries have posted their interest to become space travelers on the Virgin Galactic website.

So why wait? Book your own ticket now at www.virgingalactic.com.

Target group The target group for the summer campaign was children aged 2 to 14 and their parents.

Concept During each stop on the tour, Nickelodeon held a casting call for the channel’s new host – an open-call competition where all children between 2 and 14 had a chance to try their hands at introducing a show with Sponge Bob in front of a TV camera. At each location, five finalists we selected, and from those a single local winner was chosen by votes cast on Nickelodeon’s website.

Visitors to the Nickelodeon website then picked an overall winner from the 18 local finalists who this fall will get to do celebrity interviews and red-carpet reports that will be seen by tens of thousands of TV viewers.

Impact The tour received extensive media coverage on the radio, TV and newspapers throughout the country. Over 50 articles and features reported that Nickelodeon was in town looking for a new host for their show. The reports and features were seen and heard in Sydsvenska Dagbladet, Norrländska Socialdemokraten, GP, Kvällsposten, Swedish Radio, among others.

Hundreds of children auditioned for the role of Nickelodeon’s new show host and thousands of visitors enjoyed the funny features during the tour and on Nickelodeon’s site.

The Agency model is the template for how a typical assignment at Agency can look. Naturally, our approach varies slightly from client to client, depending above all on how much effort has already been put into the first phase, the client perspective, when we are brought into the process.