# Bixia Besöker Bonde (Bixia Visits Farmer)

> Bixia's first national campaign in ten years: a documentary series about the farmers who produce its locally generated electricity. Eight films, two seasons, zero celebrities.

- Case study: https://tiedtke.se/work/bixia-besoker-bonde/
- What it was: Campaign
- Client: Bixia
- Agency: The Amazing Society
- Year: 2019—2020
- Medium: Video
- Gabriel's role: Art Direction, Cinematography, Editing

## Key numbers

- 1.75M views in the first three weeks
- 96% average view-through rate
- 2.9M YouTube views across the series
- 8 films, two seasons

## The challenge

Electricity is the definition of a low-interest product: invisible, hard to tell apart, and bought on price in a brutally competitive market. Bixia had spent years building its “Sunt Bondförnuft” (common farm sense) platform around the small producers who supply it, and now wanted to take that story national for the first time in a decade. Two jobs at once: show customers where their power comes from, and get more farmers to sell theirs through Bixia. No famous faces to lean on.

## The approach

We made a series instead of an ad. Farmers Jan and Gustav got three episodes each, on their own land and in their own words, framed by a 35-second trailer for YouTube, TV4 and TV4 Play. I shot and edited with a small crew so they could just be themselves, and art directed toward honest and warm rather than glossy. The format worked well enough to come back for a second season in 2020, with Kristina.

## The outcome

1.75 million views in the first three weeks, with an average view-through rate of 96%. Bixia's marketing director summed it up: storytelling works, even without celebrities. The eight films now have close to 3 million views on YouTube, 1.17 million of them on the trailer alone.

## Films

- Trailer: https://www.youtube.com/watch?v=NfwPKmgkuM4
- Jan, episode 1: https://www.youtube.com/watch?v=IoEYMxBBJ1c
- Gustav, episode 1: https://www.youtube.com/watch?v=brrhrXL9N3c
- Jan, episode 2: https://www.youtube.com/watch?v=zVEvTO0DxzI
- Gustav, episode 2: https://www.youtube.com/watch?v=0brB7o5u7b4
- Jan, episode 3: https://www.youtube.com/watch?v=4eziQHalHSs
- Gustav, episode 3: https://www.youtube.com/watch?v=wDoeJQ-IBAg
- Season 2: Kristina: https://www.youtube.com/watch?v=CWVTW1L9cpY

## Links

- Campaign results: https://news.cision.com/se/bixia/r/bonder-drar-tittare-i-elkampanj,c3010818