“People have to feel that they are included in a campaign if they are to share it”
- Andreas Englund from DraftFCB

It’s a no brainer really, personalisation of advertising makes it….well, more personal. We’ve already seen brands utilise Facebook Connect, pulling information from personal profiles to add a extra level of engagement to the experience. Campaigns like Fight Club and Orange Friend-O-Meter were very well received, the same applies to mobile with Vodafone YouRockstar, all getting great response rates and lots of sharing.

So it seems entirely fitting that the first time I’d heard of ‘The Hero’ was when a friend forwarded it to me already personalised with my face (above). Click here to view mine.

The campaign is by Radiotjanst, the organisation behind collecting the license fee for TV and radio in Sweden. In an effort to encourage young metropolitans to pay the fee (where only 6 in 10 do so voluntarily) they came up with this ‘thank you’ video praising you the subscriber.

Head on over to http://en.tackfilm.se/ and make your own now.

Although it not the first time something like this has been done, the quality of production is top notch. Would have loved to seen this on mobile too.

It was so successful that the company had to block countries other than Sweden visiting the site because they were hogging bandwidth! However after 5 milllion uniques it is now open to everyone.

BBC are you watching?

Update: It looks like the campaign has ended but you can check out the video below to see what you would have got back:


  • http://impossiblesoftware.com Dan Greenberg

    The technology to do this for any campaign is rapidly being standardized by my company, Impossible Software, including much more sophisticated video effects and a lot more options for output devices. Why not “Extreme Yourself” at our client’s FB site http://facebook.com/SportScheck for a fun demo?

  • http://www.facebook.com/profile.php?id=100000059356057 Daniel Sarcia

    why is that when i clicked the link http://en.tackfilm.se/ im diverted to other page? i really want to make a video like that please help :(

    • Murat

      Hi Daniel,

      Looks like the campaign has ended, I’ve added the video to the post for you to see what would have happened.


  • http://www.facebook.com/profile.php?id=1305441375 KEn Domoos

    how come i cant make my onw video? is that mean the campaign is ended?
    how im gonna make new one? pls help me!! i really want to make video like this

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  • gil

    can i make a video like this too? please help. thanks

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  • http://www.thinkingcreativity.com Alexander Seo

    From recent connection I have been asked to write a book about Social Media and going viral – I feel this is a great tip – include the audience!! Its like when you think about the concerts you enjoyed the most, they have the audience participation getting everyone to be part of it. People like to feel special :)

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  • shaher

    Hello that’s how I do one Mthelo I want solution please

  • DJ

    It totally sucks that anything cool is taken away and then you have to pay for crap! I made this video for my kids years ago and they loved it. There was no way to save it but it is still in our memories. Thanks for that! Please let your fans know if you have anything else like this… I’d pay for it… just need a link. Thanks