| Title | TALK ABOUT TROTTING |
| Brand | ATG |
| Product/Service | HARNESS RACING BETTING |
| Category |
D03. Use of Social Platforms |
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Entrant
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GULLERS GRUPP Stockholm, SWEDEN
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Idea Creation
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GULLERS GRUPP Stockholm, SWEDEN
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Idea Creation 2
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RODOLFO Stockholm, SWEDEN
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Media Placement
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GULLERS GRUPP Stockholm, SWEDEN
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Media Placement 2
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RODOLFO Stockholm, SWEDEN
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PR
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GULLERS GRUPP Stockholm, SWEDEN
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PR 2
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RODOLFO Stockholm, SWEDEN
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Production
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GULLERS GRUPP Stockholm, SWEDEN
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Production 2
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RODOLFO Stockholm, SWEDEN
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Credits
| Jonas Pålsson |
Gullers Grupp |
Senior Consultant |
| Tomas Hedenius |
Gullers Grupp |
Senior Consultant |
| Jens Öhgren |
Gullers Grupp |
Project Leader |
| Martina Olsson |
Gullers Grupp |
PR Strategist |
| Johanna Sturk |
Gullers Grupp |
PR Specialist |
| Ludwig Jonsson |
Rodolfo |
Creative Director |
| Carina Åberg |
Rodolfo |
Production Manager |
| Kitty Ehn |
Rodolfo |
Copywriter |
| John Andersson |
Rodolfo |
Designer |
| Mikaela Edri |
Rodolfo |
Designer |
| Björn Tollström |
Rodolfo |
Developer |
| Christian Albinsson |
Rodolfo |
Director |
The Campaign
In order to drive the interest for the client and horse betting among a wider audience, we needed to lower the hurdle and make the sport, the company and its products more approachable and easy to understand. At the same time, we knew that the enthusiasts who’s already engaged tend to be the biggest critics and their conservative nature makes them reluctant when new things are introduced. To counter this, we wanted to involve our closest fans from the start and let them take part in growing the fanbase – and make it easier to love trotting.
Campaign Success
First, we contacted the people behind Sweden’s biggest trotting community in social media: Hulkens Travgrupp, and asked for their help in getting more people into trotting. A survey was sent out to the group’s 12 000 members on Facebook. The community came together and shared their stories, advice and passion for trotting. Together we created the world’s first crowdsourced beginners’ guide to trotting.
The wisdom of the community was transformed into an illuminating guide with playful undertones – unlike anything [the company] had done before. More importantly, the guide acts as an encyclopedia and dictionary for newcomers who’d like to learn about and bet on trotting. In conjunction with Elitloppet, the guide was distributed in 10 000 copies – as well as in digital form on Facebook, Instagram and www.alskatravsnack.se. Users could download the guide for themselves, or share it with their followers – complete with their own customized cover.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign reached 375 000 in social media and helped strengthened the following perceptions:
• It’s easy to understand [The company’s] products +5 percent
• It’s easy to buy [The company’s] products +3 percent
• [The company] gives me positive feelings +5 percent
• [The company] has products that suites me +2 percent
The campaign also contributed to sales:
• Bets from registered customers increased with 13 percent in May 2017 compared to May 2016.
Explain why the method of promotion was most relevant to the product or service
Talk About Trotting (Travsnack) was built around the idea that we needed to include the sports most dedicated fans in an effort to engage a broader audience. This was done by crowdsourcing their knowledge and experience and create a beginner’s guide to the world of harness racing and betting. Essentially the whole campaign was built around interactions and consumer participation in digital and social media.
Our target audience was adults with an interest in betting and gambling – but who are new to betting on horses. We would approach them during Elitloppet in Stockholm – one of the most prestigious harness racing events in the world. The annual competition is televised in 18 countries and a crowd of 60 000 attendees come to see some of the very best horses and drivers compete. It is also the single most important weekend of the year for [our client] – when their sales reach the absolute peak. And it’s the one time of the year when trotting reaches the spotlight in both social and mainstream media. Put simply, it’s the best window of opportunity to introduce new people to the world of trotting.