From Noise to an active choice

Sveriges Radio/The Swedish Radio is a well-known brand which has always existed in the shape of something noisy in the background.

But throughout the years, the radio has taken on a new shape, from an item in your home to an app in your phone. And the listening has followed - we most often listen only to what we already like and we listen to it when it suits us. Familiar to the ear, but unknown to the eye. By giving radio a visual shape and by creating ads based on editorial content, we could combine social phenomena with the interests of the target group. We could go from just being something noisy in the background to making an active choice.

Two campaigns during 2020 engaged 1,270,015 radio listeners taking part in our message; 68% engaged for longer than 10 seconds on average, and the radio was seen over 8,112,667 times on our screens. When the campaign ended, downloads of the Sweden Radio App had increased by 54.78% compared to 2019.

The campaign won silver in both the Swedish Content Awards and Guldnyckeln in 2021.