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UNICEF Sweden and Abba The Museum
Press Play to Give

  • Strategy
  • Concept
  • Design
  • Film production
  • Influencer outreach
  • UX design
  • Media relations

Together with a Swedish well known artist we made a new version of UNICEF’s most secretive fundraiser, the Chiquitita song by ABBA. We challenged the ancient mechanics of giving and the way was simple – Press Play to Give.

Brief

Since 1979, the rights for ABBA’s song Chiquitita has been one of UNICEF’s most secretive resources. Our mission, together with ABBA the Museum and UNICEF Sweden, was to make the initiative known by enabling the song to hit the charts once again, even though it was recorded 35 years ago. The song would no longer be working in the shadows.

Insight

In the field of NGO donations, not much has changed. People give money for vaccines, water or education, on single occasions or via monthly subscriptions. But thanks to YouTube and Spotify, you can give simply by listening. If more people knew that buying the song would mean more money to girls’ rights, more people would contribute.

Concept

Together with Laleh, a Swedish well­known artist, we made a new version of the song and challenged the ancient mechanics of giving by setting up a website, Press Play to Give – allowing users to simply hit one button to play the song on Spotify. In turn, triggering a direct donation of ABBA’s fee towards the charity’s projects for the rights of girls and young women.

Results

After only two days, Chiquitita became the most downloaded song on Swedish iTunes. Laleh and Björn Ulvaeus also performed the new song in front of the UN General Assembly in New York. The campaign got a gross earned reach of more than 100 million people and the site was visited by millions of ABBA fans worldwide. Now, even more girls worldwide will have their rights honored, thanks to the Swedish pop band that gave up their.

Watch the case study

Project statistics

  • ­ Earned media reach 100 million people
  • ­ Most downloaded song on Swedish iTunes
  • ­ Gold in the Swedish award Spinn 2015: Best campaign of the year
  • ­ Gold in the Swedish award Spinn 2015: Best non profit of the year
  • ­ Gold in Midem Marketing Competition 2015

Media highlights

The project was highlighted internationally by The Daily Telegraph, Reuters, PSFK, StandartCreativity Online, Trendhunter, SBS Discovery Radio, The Local, Contagious and covered by Swedish major media such as DN, Aftonbladet and Sveriges Radio.