If you listen to the PR that’s being pumped around Stockholm at the moment Skärholmen is “The Capital of Shopping”. For those of you who have never been to Skärholmen, this is like claiming that Huddersfield is the Paris of the North; or Rotterdam is the Venice of the Netherlands. Preposterous.
I can see what Skärholmen’s PR team are trying to do: they’re trying to re-brand what is actually a rather grim suburb of Stockholm. But the story they’re telling with such a ludicrous slogan is one of desperation. It lacks any authenticity whatsoever.
Whilst working-out in the gym the other day I heard their advert on the radio. I giggled, actually, because the slogan was so pathetic. Then I thought about what they’re trying to do in more concrete terms.
Clearly, they want Stockholmers to rethink their preconceptions about Skärholmen and come over and have look around, and preferably spend some money. Because the slogan isn’t being delivered with any irony, the campaign backfires. It’s as if the advertisers want us to suspend reality for a moment and take their word for it. Trouble is, here in Stockholm we all know Skärholmen isn’t the capital of shopping. In fact, it’s probably the armpit of shopping. Even Rinkeby, a notorious immigrant community that has a hefty does of social problems, has better press and word of mouth because of all the “quaint little stores”, as my neighbour puts it.
I sketched out a different story in my notebook when I got home; a story that’s closer to the truth but still full of PR spin, but nonetheless one that might still get people interested. Here are my notes:
(Radio advert begins. Voice over in English for the purposes of this blog, but obviously it would be in Swedish here in Stockholm).
- Hi. Welcome to Skärholmen Shopping Mall.
- We might not be the trendiest place to shop in Stockholm.
- But we’re the friendliest.
- We always serve our customers with a smile.
- Why not come and see for yourself?
The actor’s voice would need to be warm and inviting, yet honest. It’s as if he or she says: “Sure; you and I both know Skärholmen can’t compete with the likes of Täby Centrum or Kista Galleri. But what we do better is friendly service.”
The honesty and warmth of the ad might interest a listener. At the very least, if the actor could deliver the lines correctly the story would be of a friendly, inviting place that you might possibly want to visit. Skärholmen, in effect, would stretch out a hand in friendship.
As it stands though I am left wondering what good the current PR campaign is doing because it goes beyond all credibility. Has Skärholmen – The Capital of Stockholm gone too far and labeled the suburb as purely ridiculous by telling a preposterous lie? Maybe.
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