| Title | THE MAGNUS SWEATER |
| Brand | VG |
| Product/Service | VG'S COVERAGE OF THE 2014 CHESS WORLD CHAMPIONSHIPS |
| Category |
A09. Sponsorship or Partnership Campaigns |
|
Entrant Company
|
SAATCHI & SAATCHI Oslo, NORWAY
|
|
Advertising Agency
|
SAATCHI & SAATCHI Oslo, NORWAY
|
|
Media Agency
|
CARAT Oslo, NORWAY
|
Credits
| Christopher Køltzow |
Saatchi/Saatchi Norway |
Digital Creative |
| Mads Rønold |
Saatchi/Saatchi Norway |
Copywriter |
| Øyvind Waage |
Saatchi/Saatchi Norway |
Executive Creative Director |
| Snorre Martinsen |
Saatchi/Saatchi Norway |
Art Director |
| Håkon Fretheim |
Saatchi/Saatchi Norway |
Digital Director |
| Jon Fredrik Sandengen |
Saatchi/Saatchi Norway |
Account Director |
| Nanna Grønli |
Saatchi/Saatchi Norway |
Account Manager |
| Patrik Bergfjord |
Saatchi/Saatchi Norway |
Planning Director |
| Joe Langdon |
Saatchi/Saatchi Norway |
Editiing/Animation |
| Rune Sandnes |
Saatchi/Saatchi Norway |
Producer |
| Torfinn Sundem |
Saatchi/Saatchi Norway |
Web Designer |
| Almir Busevac |
Saatchi/Saatchi Norway |
Web Developer |
| Linus Hjellström |
Saatchi/Saatchi Norway |
Art Director |
| Ulrik S Larsen |
Saatchi/Saatchi Norway |
Designer |
| Morten Borgestad |
Palookaville |
Photographer |
The Brief
Norway's biggest newspaper VG, wanted to reach a wider audience with their online coverage of the 2014 world chess championships. They also wanted to increase brand liking by 2%, and being his main sponsor, wanted to give people a way to support reigning world champion, and Norwegian superstar, Magnus Carlsen.
Strategy:
- Use the popularity of knitting to drive traffic to VGs chess programs.
- Use the obvious link to the traditional Marius Sweater to create a fun and engaging campaign.
Campaign Success
The website enables both experienced knitters and beginners to make patterns. As simple or complex as they wanted. All while watching the game.
Submitting required Facebook login enabling people to get votes for their sweater by sharing it.
All entries were showcased live in web banners and outdoor digital boards, encouraging people to vote for their favourite.
4 judges picked their favourite, as did the people. From these, the world champion picked the official Magnus sweater.
As planned, the campaign was live the 20 days the chess championship lasted.
The sweater is now produced by the Norwegian fashion brand Moods of Norway and available in all their stores.
Describe the success of the promotion with both client and consumer including some quantifiable results
Over 40000 people joined in and over 4000 submitted their sweater spending on average 30 minutes knitting on the site.
VG's web coverage beat the number one state owned network by 60 % and our goal of 2 % increase on brand liking was tripled.
Another result is of course The Magnus Sweater. No short-lived fad, but a timeless knitted jumper, designed by 15 year old Ingrid Øgreid, decided by the Grandmaster. It is a tastefull supporter sweater for our hero and reigning world champion Magnus Carlsen in many tournaments to come.
Over 4.000 sweaters are sold, making it Moods of Norways most sold product (after underwear) in 2015.
Explain why the method of promotion was most relevant to the product or service
The Magnus Sweater is a PROMO for VGs coverage of the 2014 world chess championships and their sponsorship of world champion Magnus Carlsen. The campaign is designed to ACTIVATE the audience by offering them an extra fun and relevant activity while watching the championship games on vg.no