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ATRIUM LJUNGBERG

BLUE PENIS MURAL

About

Atrium Ljungberg is one of Sweden’s biggest listed property companies. Atrium Ljungberg’s primary focus is on retail and offices, but to create vibrant urban environments they also own and develop residential properties and cultural services as well as educational facilities.

Background

For many years Atrium Ljungberg has given artists the opportunity to create art on the wall of Kronobergsgatan 35. The artists always get full artistic freedom. On the morning of Wednesday, April 11, Atrium Ljungberg, at the same time as all other Stockholmers, got to see the new mural for the first time. The mural, named “FUCK THE WORLD”, depicted a blue penis and was painted by artist Carolina Falkholt who had previously received much attention for similar murals, in New York. The work created huge reactions and attention in Sweden and the whole world. Many of the reactions were positive but there were also some negative comments, especially among neighbors.

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What we did

AWB supported Atrium Ljungberg with crisis communication connected to the Blue penis Mural. AWB’s work included setting up internal crisis planning, formulating a first holding statement as well as main message and follow-up press release. AWB also supported with continuous media monitoring. Last but not least AWB created a plan on how Atrium Ljungberg could gain from the huge media attention and work long term with murals in their properties across Sweden. All of it was summarized in a long term communication and activation plan.

Results

The Blue Penis mural had a huge reach. In total over 150 articles were published in Sweden and the rest of the world with a total reach of 170 million. In these articles 81 % were neutral, 15 % were positive and only 4% were negative. Atrium Ljungberg was mentioned in 58 % of the articles. During 2018 Atrium Ljungberg has continued to work proactively with murals. For example they launched a new mural on Kronobergsgatan 35 and one in Liljeholmen. They will also launch a platform where they collect all murals painted over the years and sell t-shirt and posters with the motives. All the proceedings will be used to develop the art on the wall at Kronobergsgatan 35.

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ATRIUM LJUNGBERG

Atrium Ljungberg is one of Sweden’s biggest listed property companies. Atrium Ljungberg’s primary focus is on retail and offices, but to create vibrant urban environments they also own and develop residential properties and cultural services as well as educational facilities.

What we do

We work as a strategic and creative partner for Atrium Ljungberg. We support them with everything from creative concepts and campaigns and carrying these out to more tactic PR launches and graphic production. Look at the case ‘Återwin-win’ here.

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ATRIUM LJUNGBERG

ÅTERWIN-WIN

Background

Atrium Ljungberg is one of Sweden’s largest listed property companies with shopping malls across Stockholm. Their mission is to position each of their malls as part of everyday life for all citizens. AWB was assigned the mission of creating an engaging campaign to validate the desired position of and contributing to everyday life in society.

Atrium Ljungberg wanted to create and engage both retailers and visitors of the retail spaces, a campaign that could drive traffic and increase sales. But most of all, it had to be a concept that could make a difference.

Insight

During 2014 and 2015, the world experienced its biggest humanitarian disaster since World War II. The civil war in Syria affected millions of people and several countries in the world trying to help refugees. Sweden welcomed almost 200,000 refugees. Many needed immediate help with basic needs of housing, clothing and food. What could Atrium Ljungberg do to help?

Solution

The solution was a integrated campaign based on a collaboration between Atrium Ljungberg and NGO/Children’s’ rights charity Erikshjälpen, followed by homeless organisation Stadsmissionen.

The campaign, Återwin-win, urged shopping mall visitors to donate clothes that would be either be sent directly to refugees in Lebanon or fiber recovery where the earnings were used to assist efforts in exposed areas. In 2015 and 2016 Återwin-win and Stadsmissionen worked to help local citizens experiencing hardships to find their way back into society.

Result

Atrium Ljungberg was able to collect 46 tons of clothing during 2014 and an all time high of 110 tons in 2015, breaking the goals by 140%! The total reach of the campaign in 2015 was over 29,500,000 in both print, digital and social media – 1200% higher than earlier years goal.

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