Dagens Industri, a Swedish financial newspaper, had a mission: Launching Zebra, a new 4 wheel drive for the Swedish market.
Idea & Objectives:
Their first idea for a solution was to build a Zoo just outside Stockholm, the capital of Sweden, and invite the company’s clients and employees. Following that, they would use Facebook, Twitter, YouTube, Bambuser, MySpace and flash mobs, with product placement to match.
To back the campaign offline, they would produce and distribute stickers, soft zebra toys and cryptic messages all around town.
However, they end up sticking to print advertising since it is “much simpler and easier“. This is the entire idea behind the Youtube video!
The message is: social media is not always the right solution.
At the end of the day, Dagens Industri is a news paper and they’re advertising… print advertising.