Sveriges Radio P3, a public service radio station targeting a younger audience (18-35), wanted a launch campaign for their new Messenger news bot. With this bot, users can choose the categories of news they're interested in, making their news consumption more personalized.

P3 is known for their strange and unconventional news segments—a new species of turtles that breathe with their dicks (penises) or a group of squirrels that has fucked (engaged in intercourse) themselves to death are just a few examples of the quirky stories they've covered.

With this in mind, we wanted to highlight how differently people from varying generations see news. For some, these quirky stories are interesting and entertaining; for others, it’s nonsense.

We created two long Youtube TrueView spots where the message landed within the first 5 seconds, ensuring the message couldn’t be skipped. These spots also translated well into short social ads.

The campaign successfully launched the Messenger bot, and we exceeded bench mark of new registered users by 300%.