Biolabbet

SF Bio (now Filmstaden) wanted to increase cinema visits among Swedish youth during the summer school break. They wanted to modernise the brand's perception and regain its position as the out-of-home activity of choice for teenagers and young adults.

Casefilm

On the Biolabbet website, people were invited to post suggestions on making the cinema experience more awesome in the future. They could also read, comment on, and like what others had written and find out about upcoming projects SF Bio had in the pipeline. This animation was featured on the landing page, to explain how Biolabbet worked.

To drive traffic to the site we made a hidden camera cinema ad, directed by Jonas Hong Soo Eriksson, where we removed popcorn from the snacks menu. We also collaborated with YouTubers Norberg Brothers who built cinema snack furniture and Matgeek who tested unreleased popcorn flavours.

Viktor Skogs suggestion SF goes Gaming won the competition and was brought to life. It was announced with a little help from CS:GO legend Olofmeister, see below.

Results

Biolabbet had 570.000 unique visitors during the campaign. Over 3.500 user-generated ideas were posted. The intention to buy cinema tickets among our target audience had increased by 11 per cent, according to Nepa's survey. The campaign was nominated for Swedish Content Award and Mixx Awards. Biolabbet was here to stay.

Democratic Redesign
Biolabbet part 2

SF Bio (now Filmstaden) had one of Sweden's most hated websites. The UX was notoriously bad and it was not responsive. The app was not much better. When it was time to redesign the site and app, SF Bio asked for users help through Biolabbet to create a better experience.

A beta website was launched so users could get a feel for the new site. The beta website was constantly updated with new features and users were invited to give feedback on these features at Biolabbet.​​​​​​ The UX designer of the site and cinema fans were equally involved in the discussion at Biolabbet as the site and app took shape. It was a truly democratic process.

The films "First Kiss" and "Fitting Room", directed by Adi and Mak Omanovic, ran in cinemas and on social media to get people who like cinemas and to give feedback involved in developing the site and app.

Results

We created 21 articles of Biolabbet and lots of content for social media. It generated hundreds of comments from users wanting to get involved in developing the site. When the new site launched, it was named best entertainment website of the year by IDG, who credited Biolabbet for the successful redesign.

Election Campaign
(Biolabbet part 3)

When SF Bio changed owners, they were forced to change their name to Filmstaden. To make things worse, they also had to change their beloved jingle. Cinema fans went nuts. To soften the blow, fans got a final say on the new jingle at Biolabbet to give a little power back to the people.

This campaign launched just before the Swedish general election, so we dubbed our campaign the second most important vote of the year. We interviewed political representatives for their input on the jingles and posted election posters all over town.

Results

As expected, our election got people voting. The voting page on Biolabbet, where you could listen to the different jingles, had over half a million visitors. 102.739 voted and a few even made their jingle suggestions.