Title	JINDER'S TROTTING SHOW
Brand	ATG
Product/Service	ELITLOPPET
Category	A08. Excellence in Audience Engagement or Distribution Strategy for Branded Content
Entrant	GULLERS GRUPP Stockholm, SWEDEN
Idea Creation	GULLERS GRUPP Stockholm, SWEDEN
Idea Creation 2	ATG Stockholm, SWEDEN
Idea Creation 3	RODOLFO Stockholm, SWEDEN
Media Placement	ATG Stockholm, SWEDEN
PR	GULLERS GRUPP Stockholm, SWEDEN
PR 2	ATG Stockholm, SWEDEN
Production	GULLERS GRUPP Stockholm, SWEDEN
Production 2	ATG Stockholm, SWEDEN
Production 3	RODOLFO Stockholm, SWEDEN
Production 4	KANAL 75 AB Stockholm, SWEDEN

Name	Company	Position
Charlotte Henriksson	Gullers Grupp	Senior consultant and advisor
Martina Olsson	ATG	Commercial PR Manager
Olle Wemne	Gullers Grupp	PR Consultant
Ludwig Jonsson	Rodolfo	Co-founder & Creative Planner
Josefin Brangstrup	Rodolfo	Art Director
Emanuel Åström	Rodolfo	Creative Copywriter
Oskar Winberg	Freelance	Executive editor
Andreas Wikingsson	Kanal 75	Editor
Martin Sandin	Art & Poetic Justice	Editor
Henrik Nyblom	Freelance	Theme song composer
Kanal 75	Kanal 75	Broadcast

Why is this work relevant for Entertainment?

On the biggest trotting weekend of the year we engaged a wider audience, beyond ordinary trotting contexts. We created a joyful, unexpected trotting show completely adapted for rookies. Host was indie pop-queen Little Jinder, an unexpected living proof that trotting is for everyone. Like many others, she’d taken an interest in trotting in spring 2020. Apart from the races, this was a show Sweden had never experienced. The program was more reminiscent of entertainment youth-tv than trotting television and key to success: The entire format, from content to guests and the host herself, was designed to create engagement and PR.

Background

When sports events were cancelled during the corona pandemic, Sweden found a new hobby - trotting. While horses kept running this quirky thing became cool, #trott (Swedish: #trav) trended on Twitter and spread in new circles. Each year, at the end of May, one of the world's greatest horse racing events, Elitloppet, takes place. The challenge was to create an appreciated and engaging experience among the thousands of new trotting enthusiasts, without a physical event at the course. The current broadcast was difficult for a rookie, who didn't consume trotting media. We had to adapt the experience and create awareness beyond trotting contexts.

Describe the creative idea

Trotting TV is rather difficult to understand and to engage a broader audience we had to give trotting a relevant context and quite frankly some coolness. We needed to capture the interest of our new enthusiasts, on the biggest trotting weekend of the year tapping into their newly found curiosity and interest. With Jinders Trotting Show we created an engaging format as well as an educational experience, inviting new enthusiasts to take part of the trotting movement. By combining compelling content with unexpected guests, we wanted to make trotting accessible for all. This show, completely adapted for rookies, had an unexpected enthusiast as host - Swedish indie pop-queen Little Jinder. Her interest was genuine, and the program was more reminiscent of entertainment youth-tv than trotting television. It was real. Everything from content, to guests and the host herself, was chosen to create engagement and PR beyond trotting contexts.

Describe the strategy

The initiative was aimed at people who may have seen or heard of trotting during the spring, but who have never experienced the joy and commitment around the event of Elitloppet. To create the feeling of Elitloppet as something for everyone, popular cultural media also became an important target group. Our strategy with Jinders Trotting Show was to: -Get the attention of new trotting enthusiasts -By reaching them in contexts they are used to -Using Swedish indie pop-queen Little Jinder to draw their attention All content created as well as invited guests was designed to create: -Engagement and PR effect -Getting the attention of our aimed target group tapping into popular culture -Becoming a reference point in their new sport interest

Describe the execution

Carefully selecting our unexpected enthusiast, Swedish indie pop-queen Little Jinder, as host was key in the execution following the actual live broadcast. In Jinders Trotting Show, Jinder together with Julia Björklund (trotting expert at Expressen, one of Sweden's biggest newspapers) guided the Swedes through Elitloppet. In the almost 5 hour long live broadcast, more than just actual races were shown. They had a betting school, called up drivers, popped quizzes, discussed the fascination of trot with hardcore fans and celebrity profiles – all guests selected, with a huge trotting interest, to find out what makes trotting so popular. With Jinders Trotting Show we created an engaging format as well as an educational experience that reached 600 000 viewers and over 13 million in earned reach. Getting the attention of our new enthusiast creating a relationship for the future. Furthermore, becoming a part of Swedish popular culture.

Describe the outcome

600 000 views live on YouTube and Expressen (native collaboration) For rights reasons races were not shown on Expressen and viewers were directed to see the races on ATG.se. The result: 40% more viewers than the year before. The campaign's PR reach was 13 million, according to Retriever. Clear standout reaching outside typical trotting media, including entertainment (eg Gaffa, Nöjesguiden, Swedish Radio) Great reviews from expert-community for example trotting journalist and ATG critic Rickard Hansson wrote in a column: - Jinders Trotting Corner. An ATG stunt that does not turn to me. Still I could not stop watching… As far as I know, no rating has been given to themselves after this initiative. I can do it for you: Success. Five out of five. In connection with Elitloppet 2020, 45% of ATG's customers stated ATG as entertaining an increase of 10 percentage points compared to previous year.