Swedish Election 2022

Communication, advertising, motion media, strategy, social.

How to reach all eligible voters in Sweden to communicate how, where, and when - without mentioning the 'why'.

For the Swedish election in 2022, we were asked by the Swedish Election Authority to create an information campaign to reach all eligible Swedish voters, regardless of where they lived.

After extensive research, we segmented the audience into different subgroups based on factors such as demographics, knowledge levels, and media habits. Given the global situation, it was also important to convey that the election's security was robust, and that the Election Authority was well-prepared.

To effectively engage all Swedes, the majority of the communication efforts would use motion media via a variety of channels (TV, cinema, programmatic, and social media - including Snapchat).

We developed a concept - "Ready for the Election" - with a modular approach that could easily be adapted to the different target groups, messages, and channels. The concept had also to work in print for outdoor advertising and newspapers, as well for as radio/podcast spots and banners. Specific films were also created for planned channels like TikTok and Snapchat.

In the end, approximately 100 different films in various lengths and formats, 60 banners, 40 print ads, and 5 podcast spots were produced to reach all subgroups in relevant channels.

This project was a collaboration between Intellecta and Creo.