The Tendency Day is an annual seminar organized by the Swedish Marketing Confederation.
2016 year's theme was about diversity and integration. To spread awareness about the day and illustrate the theme's importance in today's social climate, we created communication in Arabic, Turkish, Thai, Polish and Somali. Five common languages in Sweden.
In targeted Facebook ads in the different languages to communicators with the message "Difficult to understand despite many years working with marketing and communication?", people were encouraged to use Facebook's built-in translation feature to understand the ads. Once the text was translated, the reader was reminded that diversity and inclusion is essential to create strong communication and how language can shut people out. Something that this year's visitors of the Tendency Day would learn all about.
In addition to the Facebook ads, the Tendency Day also received new logos in the different languages.
Due to tough competition from similar marketing events, previous year's events never sold out. By combining an important topic with powerful communication, this year's Tendency Day sold out in less than 24 hours.
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