Vi är både en PR-byrå och en webbyrå. Vi vet att samverkan mellan dessa discipliner gör att de uppsatta affärsmålen nås. Detta görs genom att skapa genuina relationer; genom att tillföra värde för målgruppen förbättrar vi upplevelsen för alla. Vi har valt att kalla det Public Engagement. Vi arbetar både traditionellt och digitalt; PR: Strategi, Planering och analyser, Omvärldsbevakning och mätning, Medierelationer, Textproduktion (t.ex. releaser, debattartiklar), Rådgivning/utbildning sociala medier, Kriskommunikation, medieträning. Online: Strategi, Planning och analyser, Design och utveckling av webbsiter, Intranät och annan intern kommunikation, eCommerce, Mobilt innehåll (applikationer, mobilsajter), Sociala funktioner (design och utveckling av bloggar, communities, widgets, interaktiva banners, applikationer), Foto- och filmproduktion

1. Winner SABRE AWARDS! Winner! Winner SPINN!
EUROPEAN!
EXCELLENCE!
AWARDS!

2. Om Dahlheim & Sjöqvist
Vi är både en PR-byrå och en webbyrå. Vi vet att
samverkan mellan dessa discipliner gör att de uppsatta
affärsmålen nås. Detta görs genom att skapa genuina
relationer; genom att tillföra värde för målgruppen
förbättrar vi upplevelsen för alla. Vi har valt att kalla det
Public Engagement.
Vi arbetar både traditionellt och digitalt.

3. PR
• Strategi
• Planering och analyser
• Omvärldsbevakning och mätning
• Medierelationer
• Textproduktion (t.ex. releaser, debattartiklar)
• Rådgivning/utbildning sociala medier
• Kriskommunikation, medieträning
• Online

4. Online
• Strategi
• Planning och analyser
• Design och utveckling av webbsiter
• Intranät och annan intern kommunikation
• eCommerce
• Mobilt innehåll (applikationer, mobilsajter)
• Sociala funktioner (design och utveckling av bloggar,
communities, widgets, interaktiva banners,
applikationer)
• Foto- och filmproduktion

5. Winner SABRE AWARDS! Winner SPINN! Finalist!
EUROPEAN!
EXCELLENCE!
AWARDS!
HP Summer Camp for
Young Gamers Leverage Sales

6. Campaign site
The HP Inferno Webradio As Displayed!
on the Website of Inferno Online!

7. Background
A survey conducted by the Mayflower Charity Foundation
(Sweden s largest Child help organization) showed that
there are less summer camps for kids this year. With that
in mind, and with our mission to introduce the new
gaming computer Z800 to a new target group, we created
a HP Summer Camp for young gamers.

8. Purpose
The objectives where to position HP and Z800 within a
context of gaming and to encourage gamers to engage with
the brand at their terms. The HP Summer Camp was
located at Inferno Online, the largest gaming centre in the
Nordics.

9. The Campaign
Our three part strategy was based on public engagement;
• 1) A spokespersons programme.
We identified about 60 young gamers and several key people
within the gaming culture. With their help we could through
word-of-mouth create hype around the HP Summer Camp.
Among the key people were the pop duo Rebound, Thomas
Bengtsson (Award winning World of Warcraft player), SK|
Allen and SK|Budak (Award winning clan, Counter-Strike),
Fnatic ZAAZ and inzane (Sweden's most famous female
Counter-Strike Players), Johanna Beckman (Hostess on Radio
Sweden).

10. The Campaign
• 2) Invite young gamers to a Summer Camp where they could
test HP's gaming desktop computer Z800 and HP Gaming
Mouse with VooDooDNA.
• 3) Create a unique media channel, HP Inferno Webradio –
hosted by young gamers, as well as using Facebook and IRC.

11. Technology
The core of the Webradio Station was based on a modified
version of IceCast2, an Open Source Multimedia Streaming
Server, capable of real time transcoding of the high quality
input stream into MP3 and OGG.
The infrastructure consisted of a cluster of relay servers to
handle the load of thousands of concurrent listeners with
little to no lag while using a high bitrate in order to ensure
the highest quality broadcasts.

12. Technology
Users were able to listen to the live stream via a number of
ways;
• The Flash based widget, placed on HP’s and Inferno Online’s
websites as well as the user’s own websites by using a custom
embed code.
• Directly from any iOS based device, i.e. iPhone, iPad, etc.
• By using a M3U or XSPF playlists in the user’s preferred audio
player, such as WinAmp.

13. Technology
Lastly, users were given access to a custom API, allowing
them to develop their own applications that streamed the
Webradio broadcast. The API was available alongside
sample documents and files on how to create their own
Flash based widgets as well as ideas on other kinds of
implementation.

14. Results
Results and expectations were exceeded already after the
first week when we surpassed the objective regarding the
number of listeners for the entire campaign and became the
largest gaming radio in the Nordics. We created what we
wanted – a natural link between HP and gaming and
managed to create hype around the HP Summer Camp,
HP s gaming radio, and increase sales of products within
gaming by 70%.

15. Results
• Radio listeners: 100 000/month (20X objective)
• Articles, gaming press online: 6 (3X objective)
• Online: 3 000 000 (6X objective)
• Visitors to the Summer Camp: 6000 (12X objective)
• Increased sales of products in Gaming: 70% (7X
objective)

16. Finalist SABRE AWARDS!
Apollo
Silence... Aaaaand... Action!

17. Campaign site

18. Background
In a media landscape where consumers are getting more and
more cynical about commercial messages, companies need to
change to a dialogue with the consumers. Internet offers the
possibility to invite consumers to co-creation; Co-branding
and Co-production of products, services, and also the
communication around them.
That s the strategy of Silence… Aaaand… Action! , a
campaign that lets the consumer shape the product and also do
the commercial that sells this product themselves. A
commercial that later also will be shown on national TV.

19. Purpose
The purpose with the campaign was to:
• Increase brand awareness, by co-branding with the
consumers
• Communicate that Apollo (tour-operator, charter trips)
listens to the customers and invites to a dialogue, co-creating
the products/services, and the commercial messages
• Involve consumers/customers to make sure products and
communications are relevant.

20. The Campaign
Viral campaign invited consumers to go to a site and upload
their own video with a commercial TV spot they had done at
home, showing how they want their ideal holiday organized by
Apollo. All videos shown on web-site as they were uploaded,
à la YouTube, and rated by viewers and also an expert jury.
Professional film directors were continuously blogging on the
web-site, communicating with viewers and participators,
adding their own reflections and spreading know-how about
film making.

21. Technology
The website was built as a community with YouTube-like
qualities; the users were able to upload their movies in file
sizes up to 2 GB, with a maximum resolution of 1920x1080.
The asynchronous upload was handled by a Flash front end
with a PHP and MySQL back end on a dedicated server. The
uploaded file was then converted in the background into Flash
Video and several screenshots using FFMpeg or Mencoder.
The converted video was displayed on the website for other
users to see, rate, comment and share.

22. Results
75 trade/media (although this was not an objective) and 786
individual blogs linked to the site and 132 from Facebook,
spreading the link to a minimum of 3.000.000 viewers. 119
films of acceptable quality were uploaded, and 146.000 people
actively engaged in the site and the Directors blog.

23. Winner!
EUROPEAN EXCELLENCE AWARDS!
AudioPro
Making Audio Pro the no. 1 music application
on MySpace

24. Campaign site

25. Background
Our mission was to introduce the new loudspeaker Stereo
Two and increase awareness of the Swedish HiFi company
Audio Pro with focus on a broad target group – music lovers.
We wanted to position Audio Pro within a context of lifestyle
and encourage a broader consumer base to engage with the
brand.

26. Purpose
To create something that would be appreciated by the target
group whilst positioning Audio Pro as a innovative leader in
the areas of music and sound. To fulfill this strategy we
wanted to collaborate with musicians to lend credibility and
create word of mouth. Sharing music and information is a
solid part of the social media landscape and a natural way for
the target group to interact. It was important that the social
media platform could easily be shared and passed on online
which is why we decided to create a widget.

27. The Campaign
We initiated collaboration with a leading Swedish DJ. She
selected the music for the widget and daily updated it with
new songs. As a compliment we did a series of video
recordings with Audio Pro s sound professor, where he
explained the philosophy behind the brand. The widget was
made accessible via Audiopro.eu, Windows Live, MySpace,
Facebook and iGoogle among others.

28. Technology
Server side, a custom built streaming server, capable of
handling streaming of both video and audio at the same time,
was the core of the setup. The infrastructure was scalable and
load balanced and was able to handle tens of thousands of
concurrent connections with no lag for the front end user.
The administrator could upload a wide variety of media;
video, audio and images. Video and audio got converted in the
background on a dedicated server using FFMpeg and
MEncoder. Product images and cover art for the music were
resized in order to fit different sizes of the widget.

29. Technology
All content was dynamically fetched by the Flash based widget.
The widget listened for changes on the server, thus enabling it
to pull new content ad hoc and redraw itself in real time. The
widget’s audio player was playlist based, allowing for hours of
continuous play. It was available in two different sizes, in
landscape and portrait, carefully selected to fit most layouts.

30. Results
Our goals were for the widget to be placed on 200 highly
influential websites. The widget became the no.1 MySpace
application hit in the category recent popular music and the
first Swedish music app on Facebook. It got over 5700 unique
users on MySpace and an additional 1000 unique users on
other internet sites. The collaboration involved 40 hot artists
such as Promoe and Timbuktu.

31. Results
Positive buzz took place in blogs and forums with users talking
about the brand within a context of love for music . With a
total reach that amounted to 329 000 unique views a day,
reaching our goal of 200 websites by 3400% and the widget
spread to countries as diverse as the USA, Russia and Spain,
our campaign became a milestone in the development of the
Swedish social media scene.

32. No. 1 MySpace App Hit in the
Recent Popular Music
More Than 5700 Unique Users!

33. MySpace App on Artist s MySpace Page!

34. First Swedish Music Facebook App!

35. Buzz on Music Forums!

36. Launch Week Statistics!

37. Winner! Finalist SABRE AWARDS!
EUROPEAN EXCELLENCE!
AWARDS!
Naturvårdsverket
Teaching 100 000 people a day how to recycle

38. Campaign Widget!
Placed on IKEA !

39. Background
A survey conducted by the Battery Recycling Campaign (BRC)
showed that the Swedes think that recycling batteries is an
important environmental measure – but they didn t know
where the recycling stations were located. We wanted to raise
general awareness and increase traffic to BRC s website by
100%.

40. Purpose
To spread BRC s message using collaboration and
engagement, make recycling easy and fun and give people
tools to express their engagement.

41. The Campaign
We designed a Google Maps mashup recycling station map
containing all recycling stations in Sweden and a digital badge
based on a social media widget. The badge contained the map,
RSS feeds with BRC news, personal films with BRC staff and
partners, and a digital program where people like me ,
companies and NGO s could join the BRC movement.

42. The Campaign
We engaged with companies, NGO s and bloggers. IKEA was
one of the 12 major partners that we delivered. All partners
displayed the digital badge on their main sites.
We launched Social Media Pressroom on BRC s website, a
YouTube channel and a Facebook profile to encourage
dialogue.

43. Technology
A Google Maps mashup was created where the user could
enter his or hers address and locate the nearest recycling
station. The mashup was placed on BRC’s website.
The Flash based multi media widget enabled the user to search
directly from within the Widget. The widget displayed a wide
variety of multi media information such as streaming video,
information about the Christmas gift hunt, instructions on
how to embed the widget on an external website, and more.
The administrator could add and remove content at will,
which was acknowledged by the widget in real time.

44. The Widget Maker!
The Social Media Widget!
Dynamic and Customizable in Both Size and Color!

45. Results
Traffic to the website increased by 500% and media coverage
was generated in 60 dailies reaching 3 million people (not
including online coverage). The widget reached 100 000 a
day. After the campaign 83% of the Swedes now feel fully
informed about where to recycle batteries (64% prior). The
goals were surpassed and the campaign fundamentally changed
consumer s behavior.

46. Clas Ohlson!
One of Scandinavia’s Most Well Known Chains Stores and
Internet Shops for Home Appliances!

47. Coop Sweden!
Coop Sweden Operates FMCG Shops and Accounts for 21,4 %!
of the Entire Swedish FMCG Sector!

48. Pop Star Lisa Miskovsky’s MySpace Page!
Lisa Miskovsky Was Part of the Christmas Gift Hunt!

49. iGoogle!

50. Facebook!

51. Winner SABRE AWARDS! Winner! Winner SPINN!
EUROPEAN!
EXCELLENCE!
AWARDS!
William Dahlheim! Pelle Sjöqvist! Dahlheim & Sjöqvist
william@dahlheimsjoqvist.com pelle@dahlheimsjoqvist.com Torstenssonsgatan 4
0708 77 32 10! 0707 49 50 73 ! 114 56 Stockholm !