B01. Use of Digital Advertising in a Promotional Campaign
Entrant Company
GARBERGS Stockholm, SWEDEN
Advertising Agency
GARBERGS Stockholm, SWEDEN
Media Agency
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
Production Company
ISBIT Stockholm, SWEDEN
Credits
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 Brief
Our brief was to launch sports fashion brand Björn Borgs collection and reach their target group. But to immediately and actively drive online sales. Lately, young men’s shopping habits have fragmented, and they are over-represented in using media that they actively opt in for. We would have to adapt and conform to their world, in a credible way. Based on the insight that the majority of our target audience are gamers, we decided that we would launch our new collection through an actual game. Hoping to attract the gaming community, and therefore, the right audience.
Campaign Success
We launched First Person Lover on Stockholm Fashion Week with models wearing face masks as the playable characters of the game. We also released trailers from the game on Youtube, one of them spoofing Hatred – the most violent game ever made. On firstpersonlover.com visitors could play the game directly in their browsers or download it (PC and Mac) and view a real time global score board. The campaign continued with an outdoor fashion campaign made in 3d with the playable characters. The global high score board was also shown in real time on digital billboards on train stations. First Person Lover introduced a new platform for e-commerce; in-game shopping. We hid real promo codes for players to use in the online shop.
Describe the success of the promotion with both client and consumer including some quantifiable results
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. The total earned reach is 44 million that in effect generated a 20% increase in consideration in the target group. During launch week, it was reviewed on Kotaku, one of the largest gaming sites in the world – calling it ”one of the most fabolous things I’ve ever seen” – and featured in gamer PewDiePie’s (the world’s biggest Youtube account) videos, clocking up 4,5 million views. Playthroughs on Youtube has together generated more than 15 million views. Many gamers got passionate and fan/review videos have garnered over 23 million views on Youtube so far.
Explain why the method of promotion was most relevant to the product or service
The game introduced a new platform for e-commerce; in-game shopping. You could wear, view and shop the new collection within the game, without ever leaving the game. The first step in customizing your game character, you get to select clothes from the new collection. The different items had different features such as selecting running tights you could run faster etc., thus highlighting each items specific features. As the game went along, you would run into hidden promotional codes that you could use in the e-store. This was one of the elements that PewDiePie picked up while playing the game and shared with his viewers – heavily increasing the amount of people visiting the e-store. Halfway throughout the game, you found yourself in a virtual Björn Borg store where you could change your outfit (and features) as well as shopping the new collection without quitting the game.