Transsexuals for a less lonely Sweden
Sweden is considered the loneliest country in the world. In order to do something about this, Swedish coffee manufacturer Löfbergs, decided to lend their entire marketing spend to transsexuals, bird-aficionados and people looking for the Great Lake monster – to help them recruit members to their associations. Because flourishing associations means a less lonely Sweden.
Millions of Swedes are active members of at least one association. But a survey from Statistics Sweden show that many associations are risking extinction due to decreasing membership numbers *. That is why Löfbergs have chosen to dedicate its largest advertising campaign in history to help associations find new members, thus contributing to a less lonely Sweden**.
– This definitively gives us extra attention, helping us find more people who believe that there is something in the Great Lake. Personally, I'm sure about what's in the lake. I've had him hooked three yards from my boat, says Evert Festin, Head of The Great Lake Monster Association in Östersund, Sweden.
Largest advertising campaign ever
Löfbergs have chosen to bring out five associations to star in the company's largest campaign of all times: The Association for Transsexuals in Malmoe, Sweden; The Great Lake Monster Association in Östersund, Sweden; The Gothenburg Bird Association, The Swedish Railways Band Association and the Historical Society of King Gustaf’s Toast. The campaign will be seen on national television, in cinemas, print, outdoor and the Internet.
– We want to do what our coffee does, which is to encourage people to meet. Coffee is an important part of our culture and we can contribute by being a great reason to get together, says Leif Sjöblom, marketing manager at Löfbergs.
In addition to the TV campaign, a National Register of Associations is created, containing more than 1,000 associations from the get-go, making it easier to find an association - regardless of field of interest.
About Volontaire
The campaign is created by the Stockholm-based agency Volontaire. The famous @Sweden project gave a voice to a whole country, won a Grand Prix at The Cannes Lions and sparked a global movement called Rotation Curation. Volontaire also put the legendary rivals Björn Borg and John McEnroe together for the first time – in a global charity project, as well as creating the world's first one-person marathon for Sony Mobile.
About Löfbergs Coffee
Löfbergs is one of the largest family-owned coffee manufacturers in the Nordics. The company has 280 employees and a turnover of SEK 1.5 billion. The head office is situated in Karlstad, Sweden and the company has its own roasting-houses in Sweden, Norway, Denmark and Latvia. Löfbergs was founded in 1906 and is today one of the world's largest importers of ecological and Fair Trade-labeled coffee.
Sources
* Föreningslivet i Sverige, rapport nr 98 (2003) Statistics Sweden
** Swedish Mentality, (1998) Åke Daun, Nordstedts Akademiska förlag; Uppskattning av ensamhushåll i Sverige (2007) Statistics Sweden; Housing statistics in the European Union (2005/2006) EU report
Viktor Bolin
Head of PR, Volontaire.
+46 70 567 54 14
viktor@volontaire.se
