Client
TV4
Partnership
TV4 is a major television network in Sweden, known for its wide range of programming and broad influence in the Swedish media landscape. We helped them to maintain their prime position with a strategy and brand refresh for their TV4 Play streaming platform.
Case
Hela Sveriges streamingtjänst
Taking TV4 into the future with a streaming service for all of Sweden.
Challenge
Having been around for 30 years, TV4’s brand was perceived as outdated. They were seen mainly as a linear TV channel, while TV4 Play had lower awareness and preference compared to other streaming services. TV4 Play was seen as a place to watch the TV4 programs you were already familiar with, not as a primary TV destination. The brand needed clear associations and emotional connections. It was essential to emphasize the destination, transitioning from passive viewers to active users, and from linear to streaming.
Delivery
Brand strategy
Brand identity
Launch campaign idea
Communication concept
Approach
TV4 has a strong heritage as a linear channel, bringing Sweden together with engaging content accessible to everyone and contributing to a more enlightened society. In collaboration with Kurppa Hosk, we created "Hela Sveriges streamingtjänst" (A Streaming Service for All of Sweden), a new strategy for TV4 Play that builds on this foundation and steps into the future as a Swedish player in an international market. With greater flexibility and a wider range of content, TV4 Play now highlights the benefits of the linear channel while adapting to a new context, continuing to unite Sweden in a new way: each to their own, but always together.
Strategy
Ironically, people were struggling to remember the Scandinavian credit card re:member. Traditionally, this category has focused on the lifestyle associated with the old glamour days of credit cards. But consumer mindsets have shifted. We don't need to tell people how, why, or when to use a credit card. We just need to make them like us and remember us in a way that stands out.
Concept
We created a series of repetitive films designed to convey one very simple message: It’s a credit card. Our strategy increased memorability by associating re:member with emotions and situations far removed from typical lifestyle messaging. The tagline was used to boost recall and differentiation. We also revitalized credit card awareness with the message 're:member. It’s a credit card,' using engaging repetition and strategic visuals.
Delivery
Brand strategy
Brand identity
Launch campaign idea
Communication concept
Result
Brand reach increase
Since 2023
60%
Record-breaking weekly audience
Week 16, 2024
3.7M