Goals and objectives
The Anti-Theft Association (Stöldskyddsföreningen) has previously worked with the content-focused concept "Stop the Thief" in traditional broadcast TV and since 2016 at Aftonbladet. During 2017 they wanted to continue using the concept but develop it further for a digital audience in order to stand out from competitors and gain new ground with the target group.
We at Schibsted Brand Studio in collaboration with the production company OTW saw that the communication on security and crime has previously focused on the dark and scary, which have not been particularly inviting. Therefore, we suggested that the Anti-Theft Association should switch focus and exchange scary with humour. It resulted in a new tv-series "Stop the Thief: 57 dos and dont" a web series tailored to Schibsted’s platforms with the aim to reach out broader within the existing and presumptive users, people aged in the broad span between 15-70 years in Sweden.