Today, ID can proudly announce that it has become a partner to TEDxMalmoe!
TED (Technology, Entertainment, Design) is an annual interdisciplinary conference in the USA on the theme of ”ideas worth spreading”. In conjunction with the conference a number of lectures called TED Talks are given, often by well-known, high-profile speakers. The first TED conference was in 1984. Since 2006 the TED Talks have been published free on the Internet, for all the world to share.
In the spirit of “ideas worth spreading”, TED 2009 has created a concept called TEDx, a concept for local, self-organised events that bring people together to share a TED-like experience.
The event in Malmö is called TEDxMalmoe, in which x = independently organised TED-event. Anders M Printz is the initiator of TEDxMalmoe. The first event in Malmö will take place on February 2. Find out more at tedxmalmoe.se, tedx.com and ted.com. Let yourself be inspired!
Throughout the year we work hard to fill Nordic Sugar’s consumer website dansukker.com with inspiring tips and recipes. Sugar can be used for much more than just baking and now for Christmas we have added a lot of tasty recipes for everything from red cabbage and pickled herrings to meatballs and gratins. On the site, which has nine different language versions, you can also send Christmas cards, make your own Christmas labels and much more. Welcome!
You want to build a house. You find one you like on the Internet, you press ”print” and collect the house directly from the 3D printer. For free. No complications with builder’s bills costing more than was estimated. Just you, the house and a future of cosy evenings in. If you are happy with the result, you pay what you feel like paying.
A number of our customers listened to this possible vision of the future when Klaus Æ. Mogensen from Copenhagen’s Institute for Future Research visited ID. The way to this future is marked by anarchy + economy in one. Anarconomy. In an anarconomy, free access to services and products is unlimited. Gradually the free services Wikipedia and Ohmy News will migrate towards reality and radically change the economic model of the physical world.
The principle is simple: if we each have an apple and swop it with each other, we still each have an apple. However, if we each have an idea and tell it to each other then we both have two ideas. With greater transparency and a more generous exchange of services, products and ideas, tomorrow’s money will be earned, for example, by indispensible offers that you can buy for the products that are given away free. The anarconomy motto is: ”In the future you must give up control of your products in order to keep control of the market.”
The advertising industry can start to rethink and see benefits in the open-source society on the horizon. From this perspective the true value is in building customers’ brands around experiences, unique products, quality and good network relations in order for companies to make the new, future economy viable.
What services could your, or your customer’s, company focus on when your products are given away free and consumers have money over for things that they only feel like paying for? Get some inspiration and download the future report – completely free – at CIFS.
Skånetrafiken launched its new Jojo travel card today. Right from the start Jojo offers a lot of benefits for passengers compared with the old, worn out system, and will also be loaded with more smart functions in the future.
As the changeover to the Jojo card is a quite extensive implementation – there are around 500,000 cards to be changed – the launch campaign will be seen in a number of different channels. Naturally it will be visible on Skånetrafiken’s own buses, at customer centres, bus stops etc, but also in adverts in Skåne’s daily press and in outdoor advertising. Special Jojo centres will be set up in seven cities in Skåne during October and November to help people exchange their old discount cards for the new Jojo card.
You might also come across the Jojo campaign on Spotify, Blocket, MSN and Facebook. And on YouTube you can follow the highly enthusiastic passenger, Ingvar, and his dealings with Jojo in two films.
ID has been involved with Jojo ever since the first plans for a new payment system started to take shape at Skånetrafiken about four years ago. Now we are keeping our fingers crossed that the new card will be widely welcomed by people in Skåne. Hurray for public transport!
Yesterday ESS Scandinavia gained further confirmation of the quality of the campaign that has ensured the European Centre for Material Research is to be located in Lund. Malmö’s Marketing Association (MiM) has named ESS Scandinavia as ”Marketer of the Year”. The judges said:
“A golden opportunity with a slim chance of success was transformed, under the theme ”Science for Society”, into a real possibility for Lund, Skåne and Sweden to be Europe’s undisputed centre for research on future solutions in areas such as energy, environmental technology, pharmaceuticals, transportation and new smart materials.”
ESS Scandinavia won in competition with Axis, which is one of Europe’s leading growth companies, and Vellingeblomman, which transformed a garden centre into an experience centre.
As ID kommunikation has, among other assignments, created the ESS exhibition – which we are now in the process of updating – on Stora Algatan in Lund and on the Internet, we would very much like to do as MiM: raise our hats and say congratulations!
The international network of independent agencies, INBA, which ID has been part of for several years, recently organised a competition for all its agencies. After a tough internal selection process, we submitted a total of eight entries and half of them won awards in their category:
Our biggest prize, gold in the integrated B2C category, was won for our work with Malmö Citysamverkan, an assignment that is so new that we have not yet had time to present it on our website.
… or rather for professional buyers of different types of sugar, syrup and other sugar-related products – that’s what Nordic Sugar’s new Sugar web shop aims to be. ID has been involved in creating both the structure and design in order to make everything as smooth and easy as possible for the site visitor. The website is designed to meet the special needs of different parts of the food industry. Customers can, for instance, buy white syrup in both 750-gram bottles and 1.3-ton containers.
Some people say that it’s good to get a new perspective on things. That’s why we let our ideas percolate for a while and took a nip of evening air during an enjoyable session of space station-spotting from the quay outside the office. Uplifting!
We have developed a campaign for Unilever Foodsolutions Denmark and the well-known Knorr brand that aims to reach chefs and other restaurant staff. The concept focuses on the fact that many chefs like to use stock cubes and liquid stocks from Knorr, but are not so inclined to tell their diners about it. (It’s somehow better that they believe the restaurant makes all its stock from scratch, which, of course, is a process that requires considerably more work).
In addition to advertising in the trade press, the campaign also includes DM with tastings of the latest stock products and a campaign website where chefs give their opinions on the products.
Over 80 % of Nordic Sugar’s sugar production is used in the food industry, which of course creates a great need for b2b communication. There are also websites focusing on the cultivation stage in order to spread knowledge on how to achieve efficient and eco-friendly production. ID has created a design and framework that enables content to be simply adapted for different markets. Previously there has been information for growers in Danish, Swedish and Lithuanian, and now for the Finnish market there is also info in Finnish and Swedish.
A lot is happening at Beijerskajen at the moment. From 1 September we have a new CEO and agency director. She is Lotte Hoflund and has actually worked at ID previously, as a copywriter. She joins us from the property developer, Centrumutveckling, where she worked as regional manager. Welcome back Lotte, and there will be more on this later.
We are also happy that our now former CEO, Johan Fernö, will remain with us. He will be focusing fully on his role as communication strategist for our customers.
We also have new neighbours. They are called Good Old and are in the northern part of our building. One practical consequence is that the ID address is now Beijerskajen 12 A (with Good Old at Beijerskajen 12 B), but more importantly we both see our neighbourly connection as an exciting opportunity for new assignments, either separately or in cooperation.
Good reason to celebrate then, and so we did last night with a lively crayfish party on our beautiful quay. An enjoyable get-together, as Linus from Good Old and Katarina from ID would surely agree.
One of the world’s biggest events in women’s sport, the Solheim Cup, golf tournament, takes place in the USA this year on 17-23 August. The European women’s team will compete against the American team in specially designed clothes from Abacus, a company based in Skåne.
Abacus, which already has a presence in 20 countries, will be using the tournament in Chicago as its first step in the American market. ID has worked on the PR activities of Abacus for several years. Now we hope that Abacus clothes will bring the golf stars good luck and wish the company well in the US market!
Nutisal is a brand with a fascinating past. It all started with a small shop on Mazraa Street in Lebanon in the late 1940s and the rest, as they say, is history. Alrifai Nutisal established itself in Sweden in 2007 with its own nut-roasting plant in Helsingborg, and ID has been assisting the company on the marketing side for some time.
Our first assignment was to develop a new design for the products in the travel retail category. This year the nut packs sold through retailers will also be given a new look. Try the extremely tasty nut mixes and find out more at nutisal.se.
Perspektiv is not only a magazine, but also one of Nordic Sugar’s websites. It is aimed primarily at professionals working in nutrition and the health sector in Danmark, Sverige and Finland. The site offers sugar-related information including scientific articles on sugar and health: myths and truths about its effect on people, sugar policies in the EU and diabetes. It is also interesting and relevant reading for consumers! Now the website has a new design and structure to make things easier for those with a hunger for knowledge about the sweet things in life.
Working for an agency means a wide spectrum of assignments: some are small, others are enormous. ESS Scandinavia’s campaign to build the world’s leading neutron research establishment in Lund is definitively among the biggest we have been involved in. The centre will cost an estimated SEK 13 billion to build.
A few weeks ago it was finalised that Lund had beaten the competing cities Bilbao and Debrecen by a wide margin. ID would like to add its congratulations and hope that our efforts have played a contributing role in the success. In addition to the exhibition at Algatan in Lund, we developed interactive presentations, adverts, banners and brochures.
And we made a huge cracker with congratulatory champagne.
One of the world’s biggest events in women’s sport, the 
