Charlotte Henriksson

D&AD Student Awards 2012, Digital Advertising Brief Spotify...

D&AD Student Awards 2012, Digital Advertising Brief

Spotify Together

Spotify has become a seamless part of the social experience, making it easier than ever to discover and share music with friends via Facebook. However, people need to be more interactive with Spotify on Facebook and use music in their social conversations. We wanted to remind them that they could discover more about their friends through their music tastes and discover even more music that they might enjoy. The idea is designed to excite existing Spotify users and encourage them to talk and share more.

(march 2012)

Mercedes - Jung Von Matt

A Collaboration between Mercedes-Benz, Jung Von Matt, Berghs PR and Interactive students.

Brief: Claim the F-Cell technology and make Mercedes top of mind when the cars are being launched.

Concept summary

Presenting; the worlds first zero emissions bar where everything is driven by an F­‐cell  engine. In the bar you can have a drink with ice cubes directly made from the water from the F-­‐cell.  The launch of the bar will be in London during the Olympics. Celebrities and other influential people will be on the guest list and the event will be spread trough twitter via a competition, where one person can win the key to be the one that will start the bar on the opening night. This concept has great PR potential as well as word of mouth creating associations to Mercedes when talking about the F-Cell.

Our concept got good feedback and picked as one of the six best concepts out of twelve.

(feb 2012)

A bit late, but still has to be documented. The PR-class’ teaser...

A bit late, but still has to be documented. The PR-class’ teaser before #BerghsBoll, the annual football tournament at Berghs.

(okt 2011)

We got published!

Läs mer om min tid på Stendahls HÄR.

Internship @Stendahls

I did my two weeks of internship at the advertising agency Stendahls in Gothenburg, a creative, digital and strategic agency with 120 employees. During my two weeks I got involved in a project concerning one of their biggest customers. I contribute doing trend analysis, writing reports, press releases and participated in the idea process. Two weeks is a short time, still a very useful and creative experience. 

(feb 2012)

Case 5

Course: Public Affairs held by Markus Lindblad (Weber Shandwick)

The Brief: Max has actively and successfully been lobbying for the reduction of the restaurant VAT (value added taxes). How should Max proceed with their communication when the reduction had already taken place?

The Challenge: Staying in touch with the decision-makers and keep the engagement. The discussions and argument around the restaurant VAT reductions has mainly been focusing on the result. How many jobs would this reform generate? Max has to change the conversation and stay current before the restaurant VAT reductions fall of the radar and becomes uninteresting.

The Solution: To maintain the focus on the result that the VAT reduction has generated, we chose to focus on people who have been hired as a result of the reform. To get maximum publicity we will contact local medias in the regions where people have been hired. In this channel we will expose the employees through a personal portrait. To spread the results nationally we will contact important national papers with a wide reach. These press releases will focus on the total number of new jobs that the VAT reduction has generated, totally in Sweden as well as region wise. The press releases will be sent out continuously during, under and after the evaluation of the reform, which will take place in June, this to benefit from the publicity that the evaluation can generate.  

To keep focusing on the VAT reduction without getting to political Max will start the campaign; Max loves Sweden. In this 12 months campaign Max will focus on the three Swedish regions, choosing 4 landscapes from each region. Every month Max will focus on one landscape and create a menu around it. Beginning in Norrbotten where Max has its roots. The menu will consist of miniburgers made out of moose, grouse and arctic char.  From this meal 1 SEK goes to a foundation, where three people from the Max management team and other important businesspersons from that region will participate. After the campaign month has finished, the foundation will take the money that the campaign has generated and decide what business in that region that needs their support. In this way, Max moves the focus from the VAT reduction to concentrate on the job opportunities it will generate; promoting Swedish industry.

During this course we met politicians and other influentiors like Roger Tiefensee (C), Maryam Yazdanfar (S) and Maria Ludvigsson from Svenska Dagbladet who shared their knowledge around advocacy and lobbying.

(feb 2012)

Case 4

We got the opportunity to work with UNA Sweden as a part of a course in strategic communication. Young people in Sweden are not aware of the fact that the world is actually getting better every day; which has created a feeling of hopelessness towards their own ability to help and a general mistrust towards help organisations.

Therefor UNA Sweden has created a website called Världskoll filled with information with the purpose to educate young people of the positive changes that is happening around the world. All packaged in an educational manner on a digital platform.

Our challenge was to make young people in Sweden aware of the fact that the world is constantly improving, as well as generating traffic to the website.

Our primary target group was Swedish high school students. Our insight was that they spend lots of time online, have very little patience and a great need for self-expression. Based on these insights we created the concept #dagensgodagärning (thegooddeedoftheday). A part of the campaign was to inspire the target group to publish the good deeds they did everyday on their blogs, facebook, twitter and youtube. For every good deed that got published, the UN would give one SEK to the third world. For immediate feedback, every person who published a good deed got a message containing #dagenssanning (thetruthoftoday) with short information about a positive change in the world. The good deeds was also continuously published live on the website through a Facebook feed to generate traffic.

Our secondary target group was high school teachers. They were presented with a complete kit with everything needed to hold a lesson about the UN and the positive changes in the world. The lesson would be largely based on the website content. This to draw traffic to the website and spread awareness amongst the students.

To create awareness to the campaign we chose to contact the ten biggest Swedish bloggers through personal letters rapped in a package asking them to post their good deeds on their blogs along with information about the campaign, and thereby encouraging their readers to do the same. In return the UN would donate 500 SEK to the third world in their names.

This campaign was pitched to UNA Sweden and presented in a communication plan, which received a lot of positive feedback.

(dec 2011)

Case 3 (?)

We did an awesome thing for client X to help them with another thing. All I can say is that world of warcraft was involved as a channel, if that isn´t innovative what is.

(dec 2011)

Berghs Rock

The school arranged the annual Berghs Rock, where all the classes had to do a performance in some way. Our talented Martin Grewin played guitar and sang together with Anna Kjellander with the rest of the class as a back up choir.

Music: Green Day, Good Riddance
Rewritten lyrics: Charlotte Henriksson

Enjoy!

We are the chosen ones, awesome as you know.

Time grabs us by the wrist, directs us where to go.

All the projects keeps us busy day and night

It´s just a statement, will we ever get out .

Dovas, rats and cigarettes , always makes our night

I think we have the time of our lives

Press release and goodibags, that’s our rep in school

But who ever believes that crap, is acting like a fool

In the end it´s us, you all gonna turn to

Our skills will enlighten and surprise all of you

Dovas, rats and cigarettes, always makes our night

I think we have the time of our lives

Mac computers is the shit, at least that´s what we heard

Even though a guy in school, is called the pc nerd

At Berghs we all, try our best all the time

Winning awards and stuff, since when is that a crime

Dovas, rats and cigarettes, always makes our night

I think we have the time of our lives

Dovas, rats and cigarettes, always makes our night

I think we have the time of our lives

Dovas, rats and cigarettes, always makes our night

We know we have the time of our lives

(dec 2011)

BRAND X The task was to create a campaign with the objective to...

BRAND X

The task was to create a campaign with the objective to build a positive and an emotional association to Arla milk among young adults 18-25 year old, and thereby change their attitude towards milk and increase their milk consumption. Our case received honourable mention.

Team
Strategy/PR: Charlotte Henriksson
Producer: Johan Anstérus
Art Director: Hans Peter Blichfeldt Dinesen
Copywriter: Rickard Sundelin
Graphic Designer: Erik Hellquist
Planner: Lina Kellgren
Strategy/Interactive: Hedda Helgesen
Strategy: Nanna Göransson

(okt/nov 2011)

Me and Mr.Tarantino

This autumn (2011) I did some volunteer work, resulting in me being the Audience coordinator at Stockholm International Filmfestival for 2,5 months. This was my seat in the office.

Case 2

Our second assignment was to do an analysis of SAS as part of the course business intelligence. The result became a report arguing for that SAS offer should be more differentiated with focus on values such as Service, Security and Punctuality.

(okt 2011)

Case 1

As part of the course Business and Brand strategy, we have created a fictional brand-oriented business plan for the publishing company Rabén & Sjögren.

The result? Well, the future tactic of the brand building will stay between us, and the publisher, but the strategy can be summarized in that Rabén & Sjögren should no longer confine themselves to be the Swedes Mållgan. Instead, they´ll have to become more accessible to the end consumers to be acknowledged as the experienced and dedicated children’s book publishing company that they actually are.

(sep 2011)

Introduction

So this is me, trying to blog about my education at Berghs School of Communication and all the things around it.

Stay tuned.

Photo

"Winning isn’t everything, but wanting to win is"