Cannes Lions

PARTY TRAINING

STARCOM, Stockholm / BJORN BORG / 2013

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Case Film
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Overview

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Credits

Overview

Description

The Dilemma

In order to take a stand against the global giants of athletic wear, Björn Borg Sporswear wanted to prove we were better att training...Party Training.

The Solution

We teamed up with online party enthusiast Ron Allen to create a series of instructional videos showing demonstrating training techniques. Our Björn Borg Tumblr page was the hub, letting devoted fans create gifs and share personal training techniques by using LoopCam

Party Time

Björn Borg sales rose over 25% internationally

Over 2,5m video views and over 60.000 unique visitors to our Party Training Tumblr page

Equivalent worth €350.000 in advertising

Execution

Ron Allen quickly started whipping fans into shape with techniques such as

the 'Full Body Shake' for mixing multiple cocktails at once or 'The Heavy

Handbag' lift for the ladies – all seen through a series of entertaining, yet

instructional YouTube videos.

We created a hub out of Bjorn Borg’s Tumblr page for the Ron Allen devotees

who wanted to submit their own homemade party training techniques - using

our innovative Loopcam application that allowed fans to create Gifs that

could be shared to our hub with just one click

Our 'Party Training' campaign was the anti-depression pill in a depressed

sales market. The press even started running with Ron, exposing our

product to free publicity and making Ron Allen Internet famous.

Outcome

Sales of Bjorn Borg Sportwear skyrocketed to over 25% internationally.

Virally, we generated over 2.5 million views on YouTube and over 60,000

unique visitors and 40,000 shared posts on our Party Training Tumblr page.

Our free PR exposure was equal to €350.000 worth of paid media in our

target communities (fitness, fashion, gay, students).

Most importantly, people are having more fun when it comes to working out.

And finding the right balance between mind, body and partying.

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