Södra has won an award for long-term brand care in the Consumer Advertising category of this year's 100-wattaren advertising competition. “This year's winner has managed to transform direct marketing material into collectors' items as if by magic,” was the jury's verdict.
100-wattaren is an advertising competition organised by Dagens Industri in cooperation with the Association of Swedish Advertisers. It rewards advertising campaigns that have had a strong impact.
For around ten years Södra Cell and the ad agency Garbergs have been conducting an advertising campaign that shows the significance of paper in our daily lives. It includes books on a wide range of topics but with paper as the common theme. Everything from Christmas wrapping paper, concert posters and food recipes to business cards and love letters have been collected together in special editions for Södra’s customers.
“The response has been tremendous. Numerous customers have contacted us to order more copies. Receiving this award is a further incentive for us to continue pursuing a creative, long-term communication with our customers,” says Ulf Edman, CEO of Södra Cell International.
The jury's verdict:
“Every year for the last ten years customers have been anticipating, requesting and seeking out the next beautifully made edition. This year's winner has managed to transform direct marketing material into collectors' items as if by magic. Södra has shown that long-term, systematic brand care can invoke sustained, loyal devotion.”