We wanted to raise interest in disabled sports among Swedes. Table tennis is an important part of Swedish sports culture and when it comes to table tennis, there is just no bigger star than Jan-Ove Waldner. Dagens Nyheter, Sweden’s largest morning paper, ranks him as the third greatest Swedish sports star ever, only surpassed by Bjorn Borg and Zlatan Ibrahimovic.

Our idea was to create a live table tennis match between the para table tennis Paralympic Gold medalist Anna-Carin Ahlquist and table tennis legend Waldner to show Swedes how exceptional she really is. By letting them battle in wheelchairs we measure her skills against somebody every Swede admires.

Ahlquist has MS and sits in a wheelchair since 16 years. With her limited movement and muscle power, the odds are not in her favour.

At the heart of the idea is a table tennis match between parasport champion Ahlquist and table tennis legend Waldner. This matched was filmed before a live audience and then shown in Toyota’s owned channels and in different social media channels. To create anticipation and broad reach, the match was advertised digitally and on billboards.

Media list

• Website content

• Digital outdoor

• Print

• Display including mobile

• Social media

• Native articles

• Online video

Media budget

EUR 382 798

Reach

• The campaign achieved a country wide reach of 21% and a message understanding of 62%. This is remarkable considering that the campaign did not run on TV, and the outdoor campaign only ran locally in Stockholm.

• Started views: 4 000 000

• Native article readers: 110 000

Engagement

• The campaign had a very high liking (67%). Only 4% disliked the campaign.

• Completed views: 346 767 views

• Native article - total spent time: 3 320 hours

• 75 400 page views on toyota.se

Impact

• The biggest news site aftonbladet.se wrote about the event three times.

• 42% of the people that saw the campaign got curious. 35% felt inspired.

• 15% had an increased interest for the Toyota brand.

• 20% had an increased interest for para sports.

• Non paid media value 11 000 000 SEK