Paper for the course Integrated Marketing Communications at Hult International Business School
Grade: High Pass + Best paper, given as an exmple as great High Pass paper to other students.
Abstract:
The campaign “The Swedish Number” was launched in April 2016. Sweden had got, as the first country in the world, its own phone number. The campaign urges people to ring Sweden and to talk to a random Swede, anywhere in Sweden, about anything. The campaign was initiated by the Swedish Tourist Association to highlight that it was 250-years since Sweden abolish censorship. The goal with the campaign was to celebrate free speech but also to market Sweden as a tourist destination. The targeted audience for the campaign was both Swedes and Non-Swedes, interaction was the campaigns key to success. The paper takes a deep-dive into the campaign with the help of models such as AIDA, M.A.O and the objectives behind the campaign. The emotional appeal of the campaign is also analysed, and so is the campaigns effectiveness. The conclusion is that the campaign has been highly successful and effective, and that the campaign managed to strengthen Sweden as a brand. This shows that as long as you produced something that can be seen as newsworthy, that is shareable and easy to understand, a big budget is not a must to break through the noise.