VAR DISCOUNT

Silver Eurobest Award

Case Film

Presentation Image

TitleVAR DISCOUNT
BrandELKJØP
Category C03. Real-time Response
Product/ServiceELKJØP
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Production NORD DDB Stockholm, SWEDEN
Production 2 HOUSE AGENCY Stockholm, SWEDEN
Post Production HOUSE AGENCY Stockholm, SWEDEN
Credits
Name Company Position
Staffan Slörner NORD DDB Stockholm Client Lead
Annie Leander NORD DDB Stockholm Client Manager
Andreas Dahlqvist NORD DDB Stockholm CCO
Simon Higby NORD DDB Stockholm Creative Director
Anna Boberg NORD DDB Stockholm Copywriter
Patrik Pagréus NORD DDB Stockholm Art Director
Eddie Wernholm NORD DDB Stockholm Graphic Designer
Patrik Emt NORD DDB Stockholm Graphic Designer
Kristin Åkerlund NORD DDB Stockholm PR strategist
Lisa Ström NORD DDB Stockholm Planner

Why is this work relevant for Direct?

After a season filled with cancelled football tournaments and sports-events, the anticipation of its return had never been so high. But for a brand like Elgiganten, a Scandinavian electronics retailer, sponsorship costs are too high to work as a way to reconnect with their audience. Meaning that they had to be smart, to become a part of the action. By hijacking the most debated aspect of football, the video assistant referee (VAR), just in time for the opening match of Premier League - Elgiganten got a central role on the field, and in peoples conversations during the entire game.

Background

After a year filled with cancelled tournaments, sports-events and sponsorships thereof, the Scandinavian electronics retailer Elgiganten wanted to find a new engaging way to connect with this huge part of their audience. During a time when peoples wish to watch sports on a great TV were bigger than ever - as it's the safest way to enjoy live-sports.

Describe the creative idea (30% of vote)

Just in time for the opening match of Premier League, we decided to hijack the most debated part of football - the video assistant referee (VAR). And put Elgiganten, a Scandinavian electronics retailer, at the heart of the game. Where others saw a hated referee signal, we saw TV’s in various sizes and brands. When the referees made the signal, they triggered a discount on a new TV at elgigantens webshop; which corresponded with the minute the signal was made. "The VAR Discount" was promoted via owned channels and made its debut in the match between Liverpool and Man City. Which resulted in a big win for the brand - without having to pay anything in sponsorship costs. Instead, Elgiganten will stay in the middle of the action all season. Just by making VAR rewarding in real-time and something to look forward to.

Describe the strategy (20% of vote)

Just in time for the opening match of Premier League, we decided to hijack the most debated part of football - the video assistant referee (VAR). Where others saw a hated referee signal, we saw TV’s in various sizes and brands. When the referees made the signal, they triggered a discount on a TV at elgigantens webshop; which corresponded with the minute the signal was made. The discount made its debut in the match between Liverpool and Man City, in which two VAR calls was made - the first in minute 24, the last in minute 45 of the second half. This added an element of betting and urgency to Elgigantens usually traditional webshop, targeted towards an audience that love that kind of excitement. Especially during a time when the wish to own a great TV is bigger than ever - as it's the safest way to enjoy live-sports.

Describe the execution (20% of vote)

The unique discount was promoted via owned channels, before, during and after the game, and made its debut in the match between Liverpool and Man City. In just one hour Elgiganten had 2,4 million DKK in online TV sales - immediately paying back the limited investment of 150.000 DKK and more. This resulted in a big win for the brand - without having to pay anything in sponsorship costs. Because it turns out that wasn’t needed. Elgiganten will stay in the middle of the action all season, just by making VAR rewarding in real-time and something to look forward to.

List the results (30% of vote)

In just one hour Elgiganten had 2,4 million DKK in online TV sales - immediately paying back the investment and more. In addition it attracted 10,5k unique visitors to their site and 250 live customers during the game. The second VAR signal alone resulted in 100 sold units within just 10 minutes after the call, and an impressive 313 sold TVs in total. An amount of web-traffic and overall sales that placed two products covered by the discount in Elgiganten's "Top 5 sales" of the week. Physical stores included. Suddenly, people tweeted and turned to Elgiganten's Facebook page to celebrate the initiative. Stating that VAR (the video assistant referee) finally felt bearable.