In the summer of 2023, Australia and New Zealand hosted the FIFA Women's World Cup. While Sweden boasts a top-ranked national football team and passionate fans, the World Cup posed a unique challenge. Scheduled in the middle of the cherished Swedish summer vacation and with a significant 10-hour time difference causing early match starts, there was a real risk that this World Cup might elude the attention of Swedish fans.

Svenska Spel, the state-owned sports betting company and primary sponsor of the Swedish team, faced the challenge of making the World Cup a priority for Swedes.

The objective was clear: engage Swedish fans to tune into and actively follow the matches. However, the campaign had a much smaller budget than previous World Cup campaigns, primarily because few believed it was feasible to engage the Swedes at a high level that year.

Wake Up to the World Cup!

Svenska Spel collaborated with star players from the Swedish National Team to launch a unique Wake-Up Service.

In a series of short films, these players became human alarm clocks, urging fans to enlist in the wake-up service ensuring they wouldn't miss a match. By registering their number on wakeupservice.se, fans were treated to a special wake-up call from either Fridolina Rolfö or Kosovare Asllani, perfectly timed before every kickoff.

Swedish football fans faced the risk of sleeping through the World Cup matches. The ideal solution? Launch a Wake-Up Service they could easily sign up for. And who better to act as their alarm clocks than the star players of the national team?

CTA: Don't miss the matches! Book the national team's Wake up Service.

The campaign launched in mid-July, right before the World Cup's kickoff. Key components included:

- Videos featuring Kosovare Asllani and Fridolina Rolfö as alarm clocks, which aired on national TV and Online TV.

- Banners promoting the Wake-Up Service.

- The service platform where anyone could register for a wake-up call..

- Distinct wake-up calls for every match, voiced by the football stars themselves.

- Impressions exceeded the target by 68%.

- The films achieved double the click rates compared to benchmark campaigns.

- Signups surpassed our target by impressive 140%.

- A total of 24,864 wake-up calls were made.

- The Women's World Cup dominated Swedish conversations this summer, even during peak vacation time.