Entertainment > Branded Entertainment
LET EUROPE WATCH
TBWA STOCKHOLM, Stockholm / ODDSET / 2012
Overview
Credits
OVERVIEW
CampaignDescription
Branded entertainment is not very developed in Sweden. There has been a few exemptions with programming on commercial TV-channels but mostly in the area of infotainment and light entertainment.
Effectiveness
Oddset is the government owned betting company in Sweden. Their mission is to take their customers closer to the game in every possible way, and claim the position as the betting brand for people who love sports.
To prove this we set up a big hairy goal: Can we make the NHL change their game times on weekends so that we in Sweden could see the games at reasonable times even with the time difference? As the situation is now, the best hockey in the world is being played in the middle of the night (Swedish time).
We recruited the best hockey player ever in Sweden, a guy who also is a legend in the NHL, Peter Forsberg. He became the general of a campaign that we called ‘Let Europe Watch - Sharing is caring’. He then set out on a campaign journey across the US. He met players, wives, club officials and agents and tried to convince them of the brilliance of his proposal for earlier playing times. An Academy Award nominated director documented his journey and the documentary, 11 minutes in total, was the centrepiece of the campaign. It was broadcasted on YouTube and also at the ‘campaign office’ we set up on Facebook. At the campaign office, you could also sign a letter to the NHL together with Forsberg. We broadcasted live 14 hours a day for 3 weeks from the office and all the letters were signed, on live feed, as names rolled in. At the end of the campaign, every single letter was delivered to the NHL headquarters in New York, and of course, the resulting video, at the campaign office, was posted on Facebook.
Implementation
Short parts of the documentary were shown as a TVC. PR played a big part of it as Sweden's biggest newspaper (Aftonbladet) had not only 1 but 2 full page articles about the subject. It was also picked up by popular bloggers in Sweden and other countries where ice hockey is popular. Big online hockey forums also posted links to the content and heated discussions followed.
Outcome
The documentary was seen by close to 200,000 people, which is 50% of the core target group. The campaign office had close to 100,000 visits and the average time spent was around 3 minutes. 25,000 people signed the letter to the NHL.The tracking of the campaign revealed big movement on the key variables for Oddset’s positioning as the gambling company that takes you closer to sports.‘Biggest passion for sports’ went from 24% to 35% that absolutely concurred in the target group. ‘Is always close to the sport’ went from 41% to 54%, and ‘knows the most about sport’ went from 26% to 42%.
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