The Success of the Swedish Number
http://nordic.businessinsider.com/this-guys-briliant-campaign-this-guys-brilliant-campaign-got-sweden-$147-million-worth-of-free-international-promotion-2016-10/ Bjorn Wallenberg’s Business Insider article provides a comprehensive look into one of the most successful international advertising campaigns of 2016. The Swedish Number was a hotline campaign set up to connect any individual who called to a random Swede willing to discuss any topic of conversation. The plan, running from April to the summer, was developed by PR-Firm INGO on behalf of the Swedish Tourist Association to celebrate the anniversary of Sweden becoming the first country to constitutionally prohibit censorship. By the end of the campaign, the plan was said to have generated $147 million in free international media coverage, with news and media outlets from the United States and beyond calling in to discuss the concept.
I feel as if the story certainly reflects the importance of developing innovative, diverse media campaigns on the global stage. It becomes easy for advertising firms and companies to develop the standard marketing model, utilizing social media, running print advertisements in global publications, and building interactive websites. But continuing to use the same processes can lead to stagnant results. Without building some form of differentiation strategy, firms fail to reach global markets. The concept even received praise from President Obama in a speech.
Aside from being an effective tool for firms, the campaign also reveals how international communication systems can be used to build understanding and comradery among nations and cultures. Such systems can play a role in building agreement among global citizens on issues like climate change, counter-terrorism, and humanitarian aid.