Morgonpasset i P3 –
The Road Trip
It’s one of Swedish Radio’s most popular shows. Your objective is to increase linear radio listening, increase followers on Instagram and reach an audience outside Stockholm. And you have a limited budget.
What do you do?
You drag the radio show’s hosts out of the studio’s comfort zone and send them on a summer road trip through Sweden! You present them with a 1986 Ford van – striped with specially designed Morgonpasset graphics – and the chauffeur Eric (a nice bearded guy from the deep forests of Sweden), together with a schedule for the tour. A week-long journey through the true Sweden, miles away from safe and cozy Stockholm, experiencing beach parties, snakes, a medieval fight in full armour and repeated engine failures in the middle of the highway. In short: great content for the radio show. Each stop was announced beforehand on the show, on Instagram and on posters. The listeners could interact in real time, giving the crew tips on where to go and even inviting them to pay them a visit.
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