Svenska Spel

Svenska Spel (“Swedish Games”) is a state-owned company operating in the regulated gambling market in Sweden.

The Challenge

Many betting companies face the challenge of effectively communicating the positive externalities of their sponsorships. Swedish state-owned Svenska Spel invests several million Swedish kronors annually in sponsorships in the effort to improve Swedish sports and their brand image.

But their efforts went largely unnoticed.

The Solution

“Forward For Swedish Sports”

The concept “Forward for Swedish Sports” was created to bring Svenska Spel’s sponsorship efforts to life.

The umbrella concept covered several different sports, including soccer, hockey and floorball to reveal how Svenska Spel’s investments help Swedish athletes improve their skills as well as counteract match-fixing and improve fan culture.

The concept was then translated into TVCs, films, motion graphics, print content and a mobile gaming app. We also enabled the digital activation of arena events. The concept also helped establish a united internal culture at Svenska Spel, becoming their main communication concept.

The Impact

Using our Always On concept, Svenska Spel was able to convert their budget for a single film and social media campaign to cover a 6-month calendar with over 40 films, thanks to adaptations and an effective digital strategy.

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