Title	VAR DISCOUNT
Brand	ELKJØP
Product/Service	ELKJØP
Category	A02. Applied Innovation
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

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 Innovation?

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 inventive, to become a part of the action. By hijacking the most debated aspect of football-culture, 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 heated 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 reconnect with this huge part of their audience. Especially during a time when peoples wish to watch sports on a great TV were bigger than ever - as it became the safest way to enjoy live-sports. But for a brand like Elgiganten, sponsorship costs are too high to work as an option. Meaning that they had to be inventive, to become a part of the action and conversations surrounding the game. Because with a very limited budget of 150.000 DKK, you're basically determined as a small-time player before the game has even started. And we wanted to be seen as a threat.

Describe the idea

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.

What were the key dates in the development process?

The one of a kind discount was promoted via owned channels (before, during and after the game) and made its debut in the highly anticipated 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. Instead, Elgiganten will stay in the middle of the action all season, just by realizing that VAR could be renewed into something rewarding in real-time. And therefore become something to look forward to, even by its most passionate anti-fans.

Describe the innovation / technology

We refer to the attached case-study.

Describe the expectations / outcome

Suddenly, people tweeted and turned to Elgiganten's Facebook page to celebrate the initiative. Stating that VAR (video assistant referee) FINALLY felt bearable! And their passion payed off. 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. With physical stores across the Nordic's included. We expect the refreshed meaning of VAR to continue to change anti-fans to fans for many games to come. With the final goal to become a beloved staple within football-culture.