ENGLISH GRASS FOR SWEDISH GARDENS
| Title | ENGLISH GRASS FOR SWEDISH GARDENS |
| Brand | SVENSKA SPEL |
| Product/Service | STRYKTIPSET SPORT BETTING |
| Category |
A05. Product Launch/re-Launch or Multi-Product Promotion |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
|
PR Agency
|
JUNG RELATIONS Stockholm, SWEDEN
|
|
Production Company
|
DDB HOUSE Stockholm, SWEDEN
|
Credits
| Daniel Vaccino |
Ddb Stockholm |
Copywriter |
| Joakim Khoury |
Ddb Stockholm |
Art Director |
| Lisa Vaccino |
Ddb Stockholm |
Art Director |
| Mikael Norberg |
Ddb Stockholm |
Graphic Designer |
| Marina Floresjö |
Ddb Stockholm |
Account Manager |
| Pelle Josephson |
Ddb Stockholm |
Business Director |
| Måns Månsson |
Ddb House |
Director/Dop |
| Mattias Coldén |
Ddb House |
Exec Producer |
| Sean Murray |
Ddb House |
Production Manager |
| Lars Jameson |
Ddb House |
Sound |
| Carl-august Savgård |
Ddb House |
Camera Assist |
| Jonas Sevenius |
Jung Relations |
Account Manager |
| Henrik Hallberg |
Jung Relations |
Project Manager |
| Mårten Strassburg |
Jung Relations |
Project Manager |
| Joel Pallvik |
Jung Relations |
Strategic Pr Advisor |
| Max Hafelt |
Jung Relations |
Pr Advisor |
| Fredrik Manuel Persson |
Jung Relations |
Production Manager |
| Pontus Formgren |
Jung Relations |
Prod. Ass. |
The Brief
The betting-game in Sweden has become crowded, with several new betting companies aggressively marketing their services, witch are basically all the same. It´s become a money game and Stryktipset have, by far, the smallest budget. But they do have one thing that makes them unique; a heritage and a well-known love for British football. The brief was to use this one and only selling point to connect with the audience. By doing something different entirely we aimed to differentiate Stryktipset from the generic “Bet-tonight-and-win”-communication, therefore reassuring their position as nr 1 for Swedes who love English football.
Campaign Success
Stryktipset is known for their love for English Football, it´s their only real differentiating point towards other betting companies. By developing an English grass for Swedish Gardens, we created a an authentic product (using seeds from English arenas) that allowed betters to bring home the best of England, and plant in their back yard. Developed with legendary Groundsmen and distributed together with Sweden’s largest retailer of grass, we brought the roots of English football to 109 stores around Sweden; reminding fans that Stryktipset cares more about English football than anyone. The campaign started with an inspirational tour of England, as we met with some of the best Groundsmen in the game. This tour was turned into documentary content, which aired on client´s YouTube-channel to build anticipation for the up-coming product. The grass was eventually launched supported by a VIP sample-send-out to sports bloggers, print in gardening press, and in-store events.
Describe the success of the promotion with both client and consumer including some quantifiable results
Through an unexpected collaboration between Sweden’s largest betting company and Sweden’s largest garden retailer we created “a world class grass” according to Nyheter24 with 1,3 million visitors weekly. Within 24 hours the product was trending on twitter and got picked up by two of Scandinavia’s largest evening papers in print and Web-TV, Sweden’s biggest lifestyle magazine, biggest Gardening magazine, numerous sports-blogs and the British Sunday papers. The grass got 9.5 million in reach (Sweden has 9.6 million residents), became the top product at granngarden.se and boosted Stryktipsets turn-over by SEK 3,2 million at the start of Premier League: a strategically very important period for Stryktipset. The launch of Stryktipsets English Grass was the key element in a record-breaking first month of the betting season, as Stryktipsets business-goal for week 33 was exceeded by 113 %. Stryktipset established a unique and priceless presence in Granngårdens 119 stores around the country.
Explain why the method of promotion was most relevant to the product or service
Stryktipset is a Swedish Betting Company defined by its love for English football. To prove this love and to connect with our betters in a tactile way, we launched an English grass optimized for Swedish gardens. The blend was created together with some of England’s best Groundsmen, resulting in a credible and uniquely relevant product extension; offering Swedes a chance to plant a seed for a great season. To kickstart the campaign 100 VIP grass-samples were sent to sports journalists. Additionally and perhaps more importantly, the product was distributed in association with Granngården: Sweden’s largest retailer of grass and gardening. The grass was available in 109 stores nation-wide giving Stryktipset 109 new, physical contact points with its target audience, men 30-45. As the competition was caught up in the same old generic “Bet tonight and win”, we went back to the roots, and the result is history in the making.