ÖAxIf / Press Breakfast

The Mission:

Get a young and hip crowd to use reflective wear during Sweden’s dark winter season and position If as a progressive and initiated insurance company. Also, to support the advertising campaign with brand value and trustworthy testimonials to prevent accidents in selected target group.
 

The Idea:

Launch and PR of the second edition of Reflectif - a campaign consisting of a reflective fashion collection by acclaimed Swedish designer Örjan Andersson. The launch included an Instagram pre-launch consisting of a black picture, selected ambassadors wearing the pieces in social media, product placement in TV and on stage as well as a press breakfast and media processing.
 

The Result:

Extensive coverage in lifestyle, dailies, news and broadcast media, estimated to an editorial value of more than € 600 000. #ÖAxIf