Since SPM are being perceived as boring and complicated among swedes, the idea was to do something fun and engaging to get through to the target audience.

We therefore decided to explain the SPM model with music. We produced a music video where a CEO and her employees negotiate the terms and conditions in the workplace in a rap-duet. Kind of unexpected by a trade union, plus a music video is easy to share which aligns with the strategy to mobilize the audience where we normally find them - in social media.

The video takes place in the US, based on the insight that Swedes often take their benefits for granted, something that is not standard in other parts of the world. The idea was to show swedes this contrast and make them realize how fortunate they are.

The start of the campaign was the launch of the music video "Business Like a Swede". The film was published on TCO's own YouTube channel and on the campaign site www.likeaswede.se where more information on the SPM were to be found.

TCO's own social media channels were a key starter for the spread of the music video, which also included its own employees and affiliates social media channels.

The day of the launch, the music video was shown additionally for 100 young opinion leaders who TCO invited to their own event. A link to the music video was then sent out to 400 young opinion leaders. The video was also sent to journalists covering social policy, music, and virals.

Another platform was Swedish channels abroad, such chambers of commerce and consulates, because many tend to share information that highlights the benefits of Sweden, hat they miss when living abroad.

The campaign reached 26% of the target group (compare goal 20%).

72% of the reached target group believes the SPM benefits the employees, and 79 % believes that good working conditions also benefits the employers since the employees perform better (compare goal 70%).

Seeing the video, 83% of the target group believes that the SPM is good for Sweden's employers and employees (compare goal 70%).

With over 770,000 views on YouTube, 61,000 social actions in social media (compare goal 25 000 social actions) and 30 news clips (compare goal 10) we managed to put the SPM on the agenda!

Sweden’s former Minister of Enterprise (still a young professional) praised the campaign in a tweet.

Aftonbladet (Sweden’s largest news magazine) used the headline “Trade union video can break the Internet”.

Actually, the campaign even reached the Sweden’s Prime Minister who called himself “Business Like a Swedish Prime Minister” in a speech.