OK, some self promotion. Sorry. We just won gold in the Swedish Effectiveness Awards (100wattarn), in the public awareness category, for opening a bordello. 1 in 13 Swedish men buy sex. Scary right? We live in liberal times and that goes for attitudes to prostitution as well. It’s a touch discussion to take and it’s not at all clear cut. I don’t want the state to tell me what I can and cannot do, but the problem is that when you look into it, see the statistics, talk to the people within the police and other institutions such as anti-trafficking units etc, you start to see some really disturbing “back sides”.
What happens is that organized crime gets involved. The demand for women is high so trafficking is the only way to secure distribution. Trafficking is the 2nd largest income for organized crime, right after drugs. You want prostitution? You will have to accept trafficking. That’s how it works.
With very limited funds we needed to get people to react, reflect and hopefully change their attitudes. There’s one arena where you can do that if you hit home, or completely disappear if you miss. In Almedalen – a place where all the politicians, PR people and organizations with a civic agenda meet for one week. An opportunity, and a great risk. Here’s the story:
Bordellen i Almedalen from Gyro Scandinavia on Vimeo.
Swedish only, sorry.
Did we manage to make something out of the opportunity? Yep, we were awarded “media factor of the week” making the greatest impact, got a 7 minute section on national news, live news coverage called “the duel of the bordello” and so on. People reacted and attitudes shifted. Only problem is; you need to keep going at it because the liberals still don’t get the trafficking connection it seems, and attitudes are fragile.
The discussion about ideas vs. ad ideas has been going on for a while. Not amongst everyone in the industry, far from it unfortunately, but many. Although Rob’s presentation didn’t contain completely new stuff, It’s about the most exciting. I thoroughly loved it and the fact that he weaved it all together. To one edible little 30 minute fortune cookie. And did it in a very amusing and clear way. I hope I present like that. Plus that moped idea is right on, and makes you wonder “what’s been going on before that”? The answer being that we think of products as we’ve always done. Not from the user’s (people) perspective and its context (culture).
Everest Poker – the bathroom from funny you should ask on Vimeo.
Everest Poker – The Club from funny you should ask on Vimeo.
Everest Poker was a bit late into the Swedish market, considering the boom in 2005 and 2006. But then again the category as such seem to never get tired of playing and definitely not growing tired of sign-up bonuses. Talking to, and practically living with, poker fanatics from all buy-in levels of the game tells you many things and one of them is the fact that it’s a high interest category but with very low interest in the product brands in every aspect other than the functional benefits which is about functionality on the site (smart settings, auto fold, proximity of buttons and the order thereof etc), number of active players (need to be lots of tables across all buy-in levels), whether or not you can be lucky enough to play with real pros and of course the sign-up bonus (which you don’t want to make your only reason for acquisition as repeat playing gets tricky), most of which are experienced by trial.
Obviously brand communications play a role, first of all by getting people there (and then conversion is up to the site) and also by reminding players that it’s time to try something new (considering the fact that they are often registered on 5-8 sites and often active on 3+ at the time). How you do this, however, doesn’t necessarily have to be so functionally focused and not even bonus focused given the category norm which says; poker players try everything.
We devised a creative strategy playing on high quality feature film style, while communicating the most core brand value of Everest Poker; not making it about bling bling, not about taking the last dime off your opponents – but for the love of the game. A place less macho, and a tad bit more friendly without coming across as completely alien for that matter. That, we figured, is to be shown before experienced, but probably not told. For the player tuned to details, you’d see that the 4 films in total were actually connected in 2 stories. After all, it was all built on evoking curiosity as opposed to being stupidly redundant.