Title	EXPERIMENT ALONE: BOB DYLAN
Brand	PAF.COM
Product/Service	ONLINE GAMBLING/CASINO
Category	A02. Non-Fiction: series or film
Entrant Company	DOE BLOMBERG GOTTBERG Stockholm, SWEDEN
Contributing Company	DOE BLOMBERG GOTTBERG Stockholm, SWEDEN
Production Company	THELMA & LOUISE Stockholm, SWEDEN

Name	Company	Position
Doe Blomberg Gottberg	Doe Blomberg Gottberg

The Campaign

We quickly identified branded content as the best strategy for Paf to raise awareness and interest in their philosophy amongst the audience. But the challenges were many. The over-established gambling industry spends huge amounts on pushing aggressive marketing messages making it extremely difficult to stand out. And Swedish media are reluctant to pick up on stories from gambling companies. Our solution was to reverse the concepts and humbly put Paf's own philosophy to the test. Using behavioral science and psychologists we sought the answer to the question – "Is it really more fun together?". By this we managed to create awareness and interest for the brand in a context of emotional values, instead of sign up bonuses and jackpots. At the same time we created content that people actively wanted to take part of. Content that gave online gamblers as well as journalists a reason to talk and write about Paf. The goal was to raise the awareness and liking of the brand in a way that positioned them as a value driven company that care about their customers. In online TV series Experiment Alone we investigated the role of togetherness by putting Paf's corporate philosophy ('it's more fun together') through six episodes of social experiments evaluated by a professional psychologist. What would it feel like to be all alone experiencing things that you normally do together with friends or family?

Even before our final episode Experiment Alone was a success. The first five episodes was viewed over 1 million times and the campaign had been discussed in Sweden's nr 1 morning news show and written about in some of the biggest newspapers in the country. The final experiment did however take the campaign to a whole new level. Experiment Alone now became news all over the world. With over 1000 articles and TV segments in 90 countries the media reach exceeded 1,6 billion. In Sweden the number of articles mentioning Paf increased by 392 %. Paf's target group awareness has increased from 10% to 45%. For business goals, please see the confidential information.

With the philosophy 'It's more fun together' small gambling company Paf focus on games that require participants to play together. In the online TV series Experiment Alone we put the philosophy to the test in six Paf-branded episodes of social experiments. In the first episodes we tested things like solo karaoke and visiting an empty amusement park. The answer turned out to be Yes – it is more fun together. For the final experiment we wanted to get even more people interested. We approached one of the world's greatest artists and one of his biggest fans. Bob Dylan on stage and Swedish TV-personality and super fan Fredrik Wikingsson in the audience. The experiment created fascinating content around a universally engaging question. And became news all over the world. Paf made its way into the media who not only covered the campaign, but also distributed the full 14-minute branded content.