We installed 800 led candles in trees at cemeteries around Sweden. The physical candles became beautiful out of home installations. One could light the candle on their mobile phone and see it in real time. We connected the digital and the physical world in an innovative way and it became a new form of OOH communication where the digital created a truly profound experience for the users. We launched a massive PR campaign letting a priest light a digital candle in national broadcast TV. Then we pushed the message through social media posts followed by a targeted banner campaign.

The campaign was a huge PR-success with over 18 million impressions (gross), more than 120 published articles, more than 30 minutes coverage in national TV and 125,000 conversations in social media. But more important, 46,000 lit candles, which was almost 100% more than during the previous 18 months. Around 115,000 visited their site over the All Saints Weekend. We managed to increase the number of people that perceived the Swedish Church as accessible from 43% to 54% in just a couple of days.