The Tendency Day
Swedish Marketing Association (Sveriges Marknadsförbund)
Create a campaign for this year's Tendency Day, an annual seminar organized by the Swedish Marketing Confederation.
This year's theme was diversity and integration. To spread awareness about the day and illustrate the theme's importance in today's social climate, we created communication in Arabic, Turkish, Thai, Polish and Somali. Five common languages in Sweden.
In targeted Facebook ads in the different languages to communicators with the message "Difficult to understand despite many years working with marketing and communication?”, people were encouraged to use Facebook's built-in translation feature to understand the ad. Once the text was translated, the reader was reminded that diversity and inclusion is essential to create strong communication and how language can shut people out. Something that this year's visitors of the Tendency Day will learn all about.
The message was also used in double-sided print ads where on the first page you were met by an ad in one of the foreign languages and on the next you got the Swedish translation. Invitations were also sent out by letter randomly in the different languages to the target audience. In addition, the Tendency Day also received new logos in the different languages.
Due to tough competition from similar marketing events, previous year's events never sold out. By combining an important topic with powerful communication, this year's Tendency Day sold out in less than 24 hours.
AWARDS & MENTIONS
Best Interactive of the Week, Best Ads