Informedia Communications

Assignment
S.E.E. is a re-launch of the Electronics fair, a platform for the Swedish electronics industry. With the aim of reaching a younger and broader target group, Informedia produced a web TV series which in an entertaining manner showed how far electronics has taken us the past 100 years.

Realisation
Together with Swedish comedian Martin Soneby, Informedia wrote the script, produced and promoted a web TV series in seven episodes. It started in a light-hearted manner, illustrating how technology has become a basic part of everyday life, moving from the important technological inventions of the last century, the car to the telephone to the PC to the field of future medical technology. There were humorous episodes featuring Facebook, the horse and carriage as opposed to the car, and later more educational material such as an interview with a young man with a high-tech robot arm. Informedia was in charge of distributing the material through Facebook, Twitter, Youtube, Vimeo, Flickr, blogs, word-of-mouth as well as to the media.

Results
S.E.E. reported visitors which could be directly derived from the social media campaign. The web television series was launched shortly before the event and a new episode was released every other day. The day before the event over 30 000 people had seen the films online. Over 200 people became fans of the Facebook campaign page in one week. One of the movies hit the ninth most popular links on pusha.se, a website that promotes appreciated links.

Assignment
Eye health company Alcon was not satisfied with the number of visitors to their web site alltomogon.se (Everything about eyes). The site was created as a credible source of information about the eye disease Glaucoma, as well as to increase trust in Alcon at their medications.

Realisation
To add credibility to the site all product advertising was removed. The graphics were updated to a more modern look to fit the graphic profile of alcon.se. Informedia structured the contents and edited the text, search engine optimized the site and improved the administrative system. Users can now comment the news, get answers to their questions and subscribe to an RSS newsletter. On each page users can share the information they find on social networks such as Facebook.

Results
After search engine optimization, the site is high on Google searches and a search on glaucoma and eyes increased quickly to first place from number 20. Users have now started participating with questions and dialogue.

 
Assignment
Between 2003-2009, Briggs & Stratton hosted annual park competition. The aim of “Sweden’s most beautiful park” was to awaken interest in the country’s public parks and gardens and the competition gave positive associations with Briggs & Stratton.

Realisation
Potential participants in the competition in the form of park owners and managers were contacted and processed every year. In order to create credibility around the competition the website sverigesvackrastepark.se was set up with information about the competition criteria, previous winners and other information. An expert jury of well-known gardening experts was appointed to the competition. The jury selected the ten finalists from the contributing parks in May-June and the park descriptions were then put up on the website. During the summer the general public could vote for its favourite park and the public’s favourite was counted as a vote when the jury voted at the end of August. The media, tourist offices and those interested in parks were informed regularly of the status of the public’s votes, which creates rivalry between the various municipalities.

Results
The competition was established as an annual event with a high level of credibility and very good impact in the media. Annual publicity valued at over 2.5 million kronor per year, with a large number of visitors to the website and a high degree of dissemination via municipalities and other websites. It has provided good visibility for Briggs & Stratton in the media in connection with the competition. Spurred on by the positive experiences, in 2006 Briggs & Stratton decided to set up an annual European final. Swedish parks have been successful in the European final and thus have obtained increased publicity in other countries.

Assignment
The aim was to increase motorcyclists’ knowledge of braking technique. Motorcyclists generally have insufficient knowledge of how to brake safely. Many believe they can and think they do not need any further training in braking technique. At the same time, many motorcyclists are involved in serious traffic accidents. Our assignment was to produce a communication concept with the aim of reaching those motorcyclists who do not go on courses or read the motorcycle press.

Realisation
The communication concept was based around a short humorous film as the primary ingredient: “Tvärnit – the movie” with two well-known actors in starring roles, Olle Sarri and Patrik “Budda” Andersson. The first viewing was held at Filmstaden Sergel cinema in Stockholm. Our two biggest morning papers, among others, were present. Before the film premier the CEO of the Swedish National Association for the Moped and Motorcycle Industry was interviewed about the project for SVT Rapport’s morning programme. The way the matter was tackled was unusual and awakened the media’s curiosity. All motorcycle magazines were behind the project with advertisements to encourage readers. The National Road Administration and the Police Authority in Stockholm county also lent their support, which gave the message extra weight.

Results
The project managed to receive publicity on SVT (two of SVT Rapport’s morning programmes), Swedish Radio, and in Dagens Nyheter, Svenska Dagbladet, Borås Tidning and Aftonbladet. The target group was also reached by means of a compressed film version on YouTube with over 27,000 viewings.

 
Assignment
In 2008 the global energy specialist, Schneider Electric’s Swedish company decided to produce a customer magazine with an emphasis on quality pictures and serious editorial material. The intention was for customers to have better information about the company’s wide range of products and solutions in an enjoyable form.

Realisation
Following consultation with Schneider Electric, Informedia formed a production group consisting of editorial management, an editorial council, journalists, layout specialists and photographers. During the autumn the basic graphic form was put together. At the same time production of pictorials, short articles and items for the newsletter’s 36 pages was begun.

Results
The first edition of the paper saw 40,000 copies printed and came out just in time for the Electrical trade fair in the spring of 2009 where it was also distributed. xxxx copies were posted out to customers.

– We see this as an important addition to our other marketing channels, says Karin Ljungdahl, communication manager at Schneider Electric Sweden AB.

Especially now, when we are in the middle of an intensive programme of changes, it is necessary for our customers to know who we are and what we can help them with.

 
Assignment
In 2009, with a new CEO and other sections of its personnel, the Swedish Marine Industries Federation, Sweboat, wanted to present “Sweboat – A New Beginning”. Informedia, which had already worked with Sweboat for many years, was given the assignment of improving, establishing and developing the conditions for a growing Swedish boating industry, with the aim of strengthening the new brand. Specifically, it was hoped that Informedia would be involved in profiling the “New Sweboat”. The task included working to have more moorings built in municipalities and more boat-builders trained, and to promote CE marking, among other things, as well as being visibly proactive in questions about matters such as: hull paint, toilet waste, boat licences, boat tax and a range of environmental issues.

Realisation
To start off with, an extremely comprehensive survey of target groups was carried out. These included those responsible for leisure boating in Sweden’s municipalities, tourist offices, county administrative boards, Parliament and the Government, Swedish members of the European Parliament, all kinds of media etc. Next, a message platform was produced, which was then communicated to the target groups via channels such as press releases, published articles, one-to-one meetings etc. Every year Informedia also compiles “Boating facts 200X”, each edition of which runs to over 20,000 printed copies. These are distributed by the Swedish Transport Agency, the Swedish Agency for Economic and Regional Growth, the Swedish Sea Rescue Society, the Swedish Sea Safety Council, the Swedish Environmental Protection Agency, the Swedish Sailing Federation, the Swedish Kayak and Canoe Federation, the Swedish Yachting Association, the Swedish Cruising Association and the biggest boat shows, including the Scandinavian Boat Show, Allt för sjön – Stockholm International Boat Show and the Gothenburg Boat Show.

Results
Facts from this are often found in referrals, government communication, inquiries, in boating magazines, books and on boat-club websites. Over time, the facts presented in it have acquired status as reference material which is used by more and more people nowadays.

Assignment
The Swedish Steel Prize is a prize for the manufacturing industry throughout the world. The steel manufacturer SSAB Tunnplåt is behind the prize. The prize is international and is awarded annually for the most innovative construction solution in high-strength steel. The award can even be awarded for a manufacturing method that increases the area of use for high-strength steel. The aim is to stimulate creative thinking in construction and the development of new, more efficient products.

Realisation
The assignment is ongoing and continues the whole year round with the central focus in the autumn. A total of approximately 300 hours go into the PR work and costs approximately 400,000 kronor. The award ceremony takes place in Stockholm in November, and last time was held at the China Theatre. The winner receives 100,000 kronor, international attention and the Swedish Steel Prize statuette.

Results
The result of the work is a large number of articles the world over, spread throughout various areas of industry and the financial press. During the eleven years that the prize has been awarded the PR work has been ongoing and has contributed greatly to the prize now being internationally established. SSAB’s sales of advanced high-strength steel have increased dramatically during the same period.