Title	THE MAIN SPONSOR INTERN
Brand	SVENSKA SPEL
Product/Service	EUROJACKPOT
Category	E05. Sponsorship & Brand Partnership
Entrant	JUNG RELATIONS Stockholm, SWEDEN
Idea Creation	JUNG RELATIONS Stockholm, SWEDEN
PR	JUNG RELATIONS Stockholm, SWEDEN
Production	JUNG RELATIONS Stockholm, SWEDEN
Post Production	JUNG RELATIONS Stockholm, SWEDEN

Name	Company	Position
Max Hafelt	Jung Relations	Creative & Client Director
Joel Sköld	Jung Relations	Creative & Advisor
Erik Thiman	Jung Relations	Junior advisor
Hanna Axelryd	Jung Relations	Project Manager
Marcel Karlsson	Jung Relations	Producer
Rebecca Holmgren	Jung Relations	Junior advisor
Calle Lindholm	Jung Relations	Advisor
Johan Svensson	Svenska Spel	PR Director
Lotta Westerberg	Svenska Spel	Communications Director

Why is this work relevant for PR?

Based on the insight that if you win the Eurojackpot lottery (whose winnings reach up to 100 million Euros), you can buy yourself a spot on any national team as a sponsor, we allowed Swedish football fans to actually try it out. As the first sponsor ever, we gave away the main sponsorship of one of Sweden’s most loved national teams – the men’s football team – to a fan. With an earned media approach as core of every part of the campaign, we reached a new target audience and increased both the brand image and sales.

Background

In 2019, Sweden saw record levels of advertising fatigue when it comes to gambling companies: - Over 90 percent of Swedes are negative towards gambling marketing. - Fully 70 percent are positive to ban gambling advertising. - Only 1 percent believes that the gambling industry communicates in a credible way. When Svenska Spel’s lottery game “Eurojackpot” wanted to reach a target group of men 25-34 y/o, we needed to do something totally new, that wouldn't even be perceived as gambling advertising, but instead communicate in interesting, relevant and entertaining ways – communication that the recipient actually likes and wants to partake of. Objectives: 1) Gain earned media reach in traditional media (in Sweden) of 3 million (Sweden’s population: 10 million). 2) To score at least 5 on a 9-degree liking scale within the target group. 3) Contribute to a 10 percent increase in sales in the target group

Describe the creative idea (20% of vote)

Common to the target group is that they are interested in sports. They have different favorite teams, but there's one team they all support: the Swedish men's national football team. Svenska Spel is the main sponsor of the men's team, which gave us a unique opportunity to use this sponsorship to differentiate ourselves from our competitors, and create something that the target group is interested in and actually want to partake of. We based the idea on the insight that many within the target group have dreamt of playing for the national team, but lack the skills. Thus, we decided to give Swedish football fans an opportunity to make the team in a different way: As the first sponsor ever, we gave away Svenska Spel's main sponsorship of the national team for a day to a lucky fan.

Describe the PR strategy (30% of vote)

The strategy was to showcase what you can do if you win the Eurojackpot lottery in an engaging and attention earning way. The insight is that the target audience loves the Swedish men's national team, and would love to be a part of it – if they had the skills. However, if you have deep pockets, you can, for real, buy yourself a spot on the team – as a sponsor. Winning the Eurojackpot lottery, you could even buy yourself a spot as the main sponsor. To test our hypothesis, we conducted a survey which showed that two-thirds of all sports enthusiasts actually would sponsor their favorite team if they won the Eurojackpot. We produced content with the national team coach, the players – and of course, the selected main sponsor intern, with every part of the campaign being seeded to relevant media.

Describe the PR execution (20% of vote)

We created a job ad on Sweden’s biggest recruitment site, where we looked for a "main sponsor intern" for a day, which was picked up by major sports media. Ten finalists were given a formal job interview, with the lucky intern taking over most of Svenska Spel's main sponsor rights prior to the European qualifying match against Spain, including logo on team clothing, media space on the Jumbotron and LED screens at the national arena, as well as taking over marketing time usually reserved for production of marketing materials. With that time, the intern decided to have his two favorite players on the team tattoo his arm(!). As this tattoo-session also was a world first, major sports media picked it up. At the Spain game, the main sponsor intern appeared on the Jumbotron and LED screens around the pitch, which all of Sweden got to watch on national tv.

List the results (30% of vote)

Given the interest shown among the target group, the media and other sports enthusiasts, both in Sweden and internationally, we can clearly conclude that the campaign was one of the most successful ones in the history of Svenska Spel and Eurojackpot. REACH - Earned reach in traditional media of over 10 million in Sweden, with 100% positive sentiment (target: 3 million). - Including international media, the campaign generated a total of 38 million in earned reach. - The job listing on the Blocket Jobs website got an astronomical 20,000 percent more views than the average listing ad. BRAND SURVEY - Wholly 97 per cent of the target group remembered the brand behind the campaign (at a time when gambling companies otherwise have major problems standing out). - Wholly 71 percent say that the campaign lifted their spirits. Compare this to 90 percent of Swedes being negative to marketing from gambling companies. - Surveys of the target group show a score of 8 on a 9-degree scale for liking (target: 5/9). Compare this to the fact that 70 percent of Swedes are positive to a ban on gambling advertising. - The campaign has received a score of 8 on a 9-degree scale in terms of cognitive flow (that the message feels true, familiar and relevant). By comparison, only 1 percent of Swedes think the gambling industry communicates credibly.