The Swedish Advertising Association: Bake a Cake

Ogilvy

ENTRY INFORMATION

Category: Business and Consumer Services
Country where program ran: Sweden
Date program started/ended: 23rd May - 10th June 2008

Product Description: The Advertising Association of Sweden (Sveriges Reklamförbund) is the association for the advertising trade (including advertising agencies, web agencies, PR, media, event and all other marketing disciplines)

Advertiser/Client Name: The Swedish Advertising Association
Media Channels: Direct Mail
Website: tarta.reklam.se

STRATEGY

Marketplace Challenge:

The Swedish Advertising Association had two challenges:

  1. Congratulate new members and make them feel welcome and that they have made the right choice, by describing the advantages of a membership

  2. Communicate to existing members that the association has a new web site and that they have changed its visual profile AND remind them of the benefits of a membership (to make them renew it eventually).