Campaign details

Brand: Svenska Spel
Agency: Jung Relations

Summary

As the 2018 World Cup proved to be the most expensive World Cup ever, the main sponsor of the Swedish national team - gaming operator Svenska Spel - offered a unique opportunity for the Swedish fans who were forced to stay in Sweden: the chance to live in a ' national team player's home during the World Cup.

Never before has a sports star lent his home to a supporter - but that was just what Sweden's top striker, Marcus Berg, did with his apartment in Gothenburg.

The campaign spread like wildfire, resulting in an earned media reach of 133 million. It became Svenska Spel's most unique campaign ever, contributing to sales record and an increase of new customers by 10 %.

Background

Betting and gambling advertising have exploded in Sweden, with every gaming operator shouting the same generic "bonus" and "money back" messages.