Title	FIRST PERSON LOVER
Brand	BJÖRN BORG
Product/Service	SPORTS APPAREL
Category	A08. Original Game/Gaming
Entrant Company	GARBERGS Stockholm, SWEDEN
Contributing Company	GARBERGS Stockholm, SWEDEN
Production Company	ISBIT Stockholm, SWEDEN

Name	Company	Position
Anna Frick	Garbergs	Account Director
Ida Tenggren	Garbergs	Production Manager
Lotta Mårlind	Garbergs	Art Director
Sedir Ajeenah	Garbergs	Copywriter
William Löthman	Garbergs	Interactive Art Director
Hampus Mattsson	Garbergs	Co-creative
Michael Ring	Garbergs	Digital Co-creative
Mattias Alfborger	Garbergs	Digital Creative
Robin Lidbom	Garbergs	Agency Assistant
Lina Söderkvist	Björn Borg	Global Marketing Director
Jonas Lundberg Nyvang	Björn Borg	Marketing Director

The Campaign

Our brief was to launch sports fashion brand Björn Borgs collection and reach their target group. For Björn Borg, that means 18-25 year olds, and knowingly, gaming is one of the most popular activities amongst them.As a welcomed diversion from the fashion norm, the idea of First Person Lover was born. The game introduced a new platform for e-commerce; in-game shopping. We launched First Person Lover at Stockholm Fashion Week, with a fashion show inspired by the game, using models wearing masks from the playable characters. Thanks to the innovative approach, it became the most talked about show during fashion week and we gained free media coverage on prime time national TV. Closer to the game launch, we released trailers on Youtube. The game was available at firstpersonlover.com where visitors could play it in their browser or download it to their PC or Mac, follow a live leader board and view the new collection. As we developed the game, we spent a lot of time including elements that gamers would pick up and spread, hoping to the reach influencers that would try out the game (and talk about it). Post game launch, an outdoor campaign with our playable characters as fashion models was rolled out. We also showed a live global scoreboard on digital billboards on train stations.

We managed to get the game reviewed by Youtuber PewDiePie that called it the MOST-FABULOUS-GAME-IN-THE UNIVERSE. After that we spread the word and crushed our objectives of 50.000 players with a staggering 512.000 players in three months. The game has been played in 190 countries. Many gamers got passionate and over 700 fan/review videos have been uploaded to Youtube -clocking up to over 23 million organic views so far. The success of the game generated over 300 articles and blogs with a high affinity in the target group and it has been shared 15.000 times in social media. The total earned reach is 44 million that in effect generated a 20% increase in consideration in the target group. The business impact of the in-game shopping feature resulted in a 40% increase in sales on the Björn Borg webshop (YoY) and still today the game is the largest traffic driver after Google. And yes, Björn Borg increased their market share.

Any brand that wants to cut through the noise and reach its audience today, has to adapt to where the audience currently is. For Björn Borg, that means 18-25 year olds, and knowingly, gaming is one of the most popular activities amongst them. As a welcomed diversion from the fashion norm, the idea of a gaming strategy was born. To follow Björn Borg´s mission to ”take an active stand for more love in the world”, we had to find common denominator. As the majority of games are about shooting each other, we decided to take on the gaming world´s violent nature and parody the first person shooter-genre. Players dress their model-like avatar in Björn Borg clothes before setting out to rid the world of haters. The game introduced a new platform for e-commerce; in-game shopping, along with a completely new game genre: the First Person Lover (not shooter!) game.