Öppet Arkiv
A MARKETING PLAN ON HOW TO CLIME ON THE BRAND LADDER AND REACH THE EMETIONAL BENEFIT OF BRANDING.


In April 2013 SVT launched their website Öppet Arkiv where they show a collection of nostalgic content from old SVT productions. However, due to time pressure they needed help with increasing their audience and broaden the awareness about the service. We created a brand strategy for them including campaign concepts and strategic changes on the website.

Our brand strategy for Öppet Arkiv is aiming towards an emotional benefit stage where the users are creating value for each other and the site. Since Öppet Arkiv has trouble making their content relevant we had to find a way to create new relevance for the shows.

My role in the team was project manager.

Irene Tostar, Head of Archive
”This is beyond our expectations, this is how we want Öppet arkiv to look like.”