LÄTTA, a healthy margarine, is one of the strongest FMCG-brands in Sweden. PS Communication created an event marketing concept which would help in building brand image and create powerful meetings with the key target group; young adults aged 18-29.

PS Communication lifted the Parkour theme, resulting in a national road show, including the biggest Parkour-track ever constructed. A large number of meetings, samples and eager would-be Parkourists rendered fabulous quantitative results. The campaign was communicated in-store, with ads on the web and in print, along with PR – resulting in a significant amount of articles in the media, both print and on-air.

PS Communication was commissioned to promote Telia during the European Athletics Championships 2006 in Gothenburg. PS’ assignment was to create two public areas for Telia – Digital Park and Fun Park – where the company’s products and services were to be on display.

Telia Digital Park was conceived with the intention of attracting adults interested in high tech. Visitors were shown Telia’s cutting-edge technology, for instance the DVB-H (Digital Video Broadcast Handheld). The ongoing track and field competitions were on display on Gothenburg’s largest wide screen TV.

Telia Fun Park enabled the visitors to try out track and field activities. In addition, Telia rendered kids the opportunity to “style their phones” while parents learned how to navigate, employing the Telia Navigator function on their cell phones. In building the area, a total number of 18 600 square tiles were laid out, dwarfing other installations on-site.

Trygg Hansa, one of Sweden’s largest insurance companies, gave PS Communication the assignment to promote the company, especially insurance packages for children.

PS Communication developed an event- and sponsoring strategy, aiming at the key target group families with children. A communicative conceptual platform was founded in the creation of a group of animated figures, all visualising common items used in preventing accidents. For instance, the dolphin (Fiffi Flytväst) is wearing a life preserver; the turtle (Hjalle Hjälm) is a metaphor for a bicyclist’s helmet, and so on. Kolmården, a wilderness park and zoo saw the launch of the safety conscious friends. On-site information, a campaign website, a quiz tour and an informative film, featured before the highly popular dolphins’ show, constituted the main communicative channels.

The concept has been developed further and used in several new channels, recently in the form of an online game – visualising the need for active safety thinking. Visit www.tryggadjuren.se ! Trygga Djuren was awarded the trade award “Gyllene Hjulet” in 2006.

Ariel Stain Challenge - PS Communication was commissioned by Procter & Gamble to promote Ariel, focusing on the detergent’s ability to deal with tough stains. From our perspective, the best way of illustrating this would be to face it with the toughest stains around. Hence, we created the Ariel Stain Challenge.

The event was staged in cooperation with Gothia cup, the world’s largest youth soccer tournament. Barefoot games were held in the worst possible conditions, with team players tumbling in wet mud. As the players were unwinding, the uniforms were washed. Did the washed garments turn out stain-free? Yes, Ariel delivered – and won the Stain Challenge.

PS Communication was commissioned by Citrix to arrange a Scandinavian launch with partners, resellers and special guests. Stockholm and Copenhagen featured as launch turfs. The challenge at hand was that of creating a less traditional venue to stimulate the level of enthusiasm among the corporate guests attending.

B2C

Event Marketing is widely recognised as a potent tool in the modern marketing mix. We often recommend that events be combined with on-line campaigns and pr in order to achieve the most “bang for the buck” as traditional advertising just is not enough nowadays.

In communicating with consumers and the general public simultaneously, we must usually take a larger target audience into consideration. The sheer volume of all marketing nowadays makes communication a real challenge – which is often well suited for event marketing. The message should preferably be conveyed in conjunction with other marketing tools and in all other information channels available, be they commercial or not.