Forsman and Bodenfors, Gothenburg decided to go with the flow for its new campaign promoting the new SVT Play iPhone app for Swedish Television (SVT). The app offers SVT Play's Hulu-like service on iPhones and has yet to be released, thanks to Apple's approval process. But F&B decided to embrace the waiting period and make it a part of the app's launch campaign.
"Due to the approval process there was no way for us to know when the app would actually be able to be launched, which was a problem," says F&B art director Adam Ulvegarde. "Instead of seeing that as an obstacle we turned it into an opportunity.
The agency has parked sign-bearing Swedes outside Apple's Cupertino, CA headquarters to help expedite the process, and has created the Dear Steve Jobs website as an open letter to the company honcho. The site features a demo of the app and live video feed of the SVT reps outside of Apple HQ. A social media component also invites those eagerly awaiting the app to put their names and faces to the cause with online petitions.
As for how long the Swedes-in-waiting will be in California, "We will try to keep them there until the app has been approved," says Ulvegarde. "But hopefully we can get them home to their families before Christmas."