How do you genuinely get consumers excited about something as mundane as paying their broadcast licence fee?
Sweden’s public TV and Radio license fee collector, 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.
Since the launch of ‘The Hero’ campaign on November 16, 2009 through to February 11, 2010, the tackfilm.se/en site has had a total of 26.1 million visits with 17.9 million unique visitors and 66 million page views in 230 countries.
Over 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.’
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.
“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.
See the concept explained more fully in the video below.
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