The brief from Stockholms Chamber of Commerce was simple, they wanted to enhance Stockholms night life and take advantage of all 24 hours of the day. The big question was: "how do we make Stockholm to a city that never sleeps?".
The idea
When my team and I first got the brief our thoughts were drawn towards activities that would make people stay up later in the night. Then we thought about ways to make Stockholm safer and more accessible at night.
But we wanted to take a different approach to the problem. Instead of trying to make Stockholm something it isn't we should change the visitors view of the city. Because Stockholm will never be a 24/7 city like Berlin or Copenhagen Therefore we created the campaign "The Capital of Calm"
During our research we found that a lot of tourists claim that Stockholm is boring and that the people are hostile and unfriendly. Our take on the issue is that instead of trying to change stockholmers behavior and habits, which we deemed to be next to impossible, we wanted to attract the tourists that appreciates the mix of a hectic big city and the calmness of a small town.
"The Noice Box"
One of the main pillars of our campaign is something we call "The Noice Box". It's a way to give people an opportunity to visit Stockholm without having to actually visit. The box is an immersive experience where you upon entry is welcomed with screens all around you, taking you on a tour on the streets of Stockholm.
Outside the box will be covered in mirrors, inviting bypassers to take selfies and sharing them on social media, inspired by the Cloud Gate in Chicago. Both the box itself and the experience inside would make a great story for people to tell on their own social accounts and in that way spreading our campaign and our message.
Broaden visibility
To further spread our campaign we for example wanted to use flight magazines, posters i big cities subway systems and targeted ads towards people who doesn't want to choose between their career and the relaxing life of a small town. We wanted to attract people from all over the world to come to Stockholm and experience the mix of hectic big city with a bunch of opportunities and the calmness that's always just a few minutes away.
