| Title | VAR DISCOUNT |
| Brand | ELGIGANTEN |
| Product/Service | TV |
| Category |
C03. Real-time Response |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
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NORD DDB Stockholm, SWEDEN
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Idea Creation 2
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NORD DDB Stockholm, SWEDEN
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PR
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NORD DDB Stockholm, SWEDEN
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Production
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NORD DDB Stockholm, SWEDEN
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Production 2
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NORD DDB Stockholm, SWEDEN
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Production 3
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HOUSE AGENCY Stockholm, SWEDEN
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Production 4
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MANDARIN Stockholm, SWEDEN
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Post Production
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NORD DDB Stockholm, SWEDEN
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Post Production 2
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NORD DDB Stockholm, SWEDEN
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Post Production 3
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HOUSE AGENCY Stockholm, SWEDEN
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Post Production 4
|
MANDARIN Stockholm, SWEDEN
|
Credits
| Staffan Slörner |
NORD DDB Stockholm |
Client Lead |
| Andreas Dahlqvist |
NORD DDB Stockholm |
CCO |
| Simon Higby |
NORD DDB Stockholm |
Creative Director |
| Annie Leander |
NORD DDB Stockholm |
Client Manager |
| Anna Boberg |
NORD DDB Stockholm |
Copywriter |
| Patrik Pagréus |
NORD DDB Stockholm |
Art Director |
| Lisa Ström |
NORD DDB Stockholm |
Planner |
| Kristin Åkerlund |
NORD DDB Stockholm |
PR Strategist |
| Patrik Emt |
NORD DDB Stockholm |
Graphic Designer |
| Eddie Wernholm |
NORD DDB Stockholm |
Graphic Designer |
Objectives
After a season of football being cancelled, the anticipation of its return was huge. But for Elgiganten, a Scandinavian electronics retailer, sponsorship costs was too high. And with stores being closed or empty due to harsh restrictions - they had to act smart in order to reconnect with their audience.
The ”VAR Discount” added an element of real time betting to their usually traditional webshop - targeted towards an audience that loves that kind of excitement. Especially during a season when a great TV was the safest way to watch live-sports, and you've had more than enough time to grow tired of your old one.
The ”VAR Discount” turned an entire football audience into potential online customers, and was a big win for the brand. Just by making VAR something to look forward to.
Summary of the work
Just in time for the opening match of Premier League, we decided to hijack one of the most debated parts 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 unique 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 to their usually traditional webshop, targeted towards a live audience that loves that kind of excitement. Especially during a time when a great TV was the safest way to watch live-sports. And online-shopping people’s go-to retail experience.
”The VAR Discount” was a huge win for the brand that immediately turned an entire football audience into potential online customers. How? By making VAR something to look forward to - and turning an entire Premier League game into their own 90 min live-stream in the process.
Engagement & Awareness
By making VAR something to look forward to - we turned an entire Premier League game into Elgiganten’s own 90 min live-stream in the process. In addition, the ”VAR Discount” was promoted in social channels before, during and after the game. Which is where the audience tend to turn for updates, game commentary and general excitement surrounding the match.
The ”VAR Discount” made its debut in the match between Liverpool and Man City - in which two VAR calls was made. In just one hour Elgiganten achieved 1,8 million DKK ($290,000) in TV sales - immediately paying back the limited investment of 150.000 DKK ($25,000) with an additional x12 ROI. With total sales of 2,4 million DKK during the first game, 10,500 unique visitors to their webshop and 250 live customers during the match.
The second VAR signal of the game (called 45 minutes into the second half) resulted in 100 sold units within just 10 minutes. And the discount ended with an impressive 313 TVs sold in total.
Social Behaviour & Insight
By making VAR something to look forward to - we turned an entire Premier League game into Elgiganten’s own 90 min live-stream in the process. In addition, the ”VAR Discount” was promoted in social channels before, during and after the game. Which is where the audience tend to turn for updates, game commentary and general excitement surrounding the match.
The ”VAR Discount” made its debut in the match between Liverpool and Man City - in which two VAR calls was made. In just one hour Elgiganten achieved 1,8 million DKK ($290,000) in TV sales - immediately paying back the limited investment of 150.000 DKK ($25,000) with an additional x12 ROI. With total sales of 2,4 million DKK during the first game, 10,500 unique visitors to their webshop and 250 live customers during the match.
The second VAR signal of the game (called 45 minutes into the second half) resulted in 100 sold units within just 10 minutes. And the discount ended with an impressive 313 TVs sold in total.
Brand Affinity & Sentiment
By making VAR something to look forward to - we turned an entire Premier League game into Elgiganten’s own 90 min live-stream in the process. In addition, the ”VAR Discount” was promoted in social channels before, during and after the game. Which is where the audience tend to turn for updates, game commentary and general excitement surrounding the match.
The ”VAR Discount” made its debut in the match between Liverpool and Man City - in which two VAR calls was made. In just one hour Elgiganten achieved 1,8 million DKK ($290,000) in TV sales - immediately paying back the limited investment of 150.000 DKK ($25,000) with an additional x12 ROI. With total sales of 2,4 million DKK during the first game, 10,500 unique visitors to their webshop and 250 live customers during the match.
The second VAR signal of the game (called 45 minutes into the second half) resulted in 100 sold units within just 10 minutes. And the discount ended with an impressive 313 TVs sold in total.
Sales Success
The ”VAR Discount” made its debut in the match between Liverpool and Man City - in which two VAR calls was made. In just one hour Elgiganten achieved 1,8 million DKK ($290,000) in TV sales - immediately paying back the limited investment of 150.000 DKK ($25,000) with an additional x12 ROI. With total sales of 2,4 million DKK during the first game, 10,500 unique visitors to their webshop and 250 live customers during the match.
The second VAR signal of the game (called 45 minutes into the second half) resulted in 100 sold units within just 10 minutes. And the discount ended with an impressive 313 TVs sold in total.
Conclusion
The ”VAR Discount” turned an entire football audience into potential online customers for Elgiganten, and was a big win for the brand. During a moment in time when big wins were highly unusual and far in-between for any retail chain. Just by making VAR something to look forward to - and proving that it pays off to really understand your audience and their needs.
Last year, that need was to feel the excitement that only live-sport can offer. In the one safe setting available for football fans across the world; in front of their TV.
Discounting Factors
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