We created seven distinct wake-up calls featuring football stars Fridolina Rolfö and Kosovare Asllani. Each call was crafted to rouse fans for a specific match during the Women's World Cup.

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.

The Swedish Women's National Football Team is a testament to excellence. For many years, they've secured high rankings and, in recent times, have garnered significant recognition within Sweden, drawing large audiences and more.

However, the Swedish summer vacation is sacrosanct. In a country dominated by long, cold, dark winters, the diligent Swedes deeply value their collective four-week summer vacation. Many cherish this time to unwind and sleep in. Given this context, creating a Wake-up Service to remind these fans to rise early seemed like the only thing we could do.

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.

Sweden - South Africa 23 July 07:00

Rise and shine! It's your alarm clock, Asllani here. The first group stage match against South Africa is starting soon, so put on your match shirt and let's go!

Sweden - Italy 29 July 09:30

Bzz-Bzz-Bzz-Bzz! It's me, your alarm clock, Fridolina Rolfö here. The second group stage match against Italy is starting soon. Don't you dare snooze; it's time to get up!

Argentina - Sweden 2 Aug 09:00

Beep-beep-beep-beep! It's your alarm clock, Asllani here. The third group stage match against Argentina is starting soon. And no one remembers a snoozer, so get up!

Sweden - USA 6 Aug 11:00

Beep-beep-beep-beep! It's your alarm clock, Kosovare Asllani here. Rise and shine! It's the round of 16 and no one can afford to be lazy, not even you. Let's go!

Japan - Sweden 11 Aug 09:30

Beep-beep-bip-bip-! It's Fridolina Rolfö calling. It's afternoon on the other side of the world and soon we'll be playing in the quarterfinals. Turn on the match now, you don't want to miss this. Beep-beep!

Spain - Sweden 15 Aug 10:00

Bzz-Bzz-Bzz-Bzz! We're getting closer to the gold! The semifinal is about to start. Get up now!

Sweden - Australia 19 Aug 10:00

It's Kosovare Asllani here. Now we're going to bring the Bronze home to Sweden. And we need your support. Rise and shine!

FINAL (unfortunately we never made it this far)

It's Kosovare Asllani here, with an important message: We're in the World Cup final! Now, we're going to bring the gold home to Sweden. And we need your support. Get up and get going!

In Sweden, the summer vacation is a cherished respite. Given the long, dark, and cold seasons, Swedes deeply value this time to relax and catch up on sleep during their four-week collective break. For some years, this brief summer is all the warmth they experience. At the same time, they really love their football and would never want to miss the matches.

Introducing a Wake-Up Service to prompt Swedish fans to rise early appeared to be the ideal solution.