In an integrated campaign we saluted a phenomenon Stryktipset as a brand has helped create – real Swedes who live (a little too much) for their English football teams. THIS IS SWENGLAND.

The casting phase of the campaign took place between May 10 and June 30. The documentary was broadcasted August 13. The TVCs, prerolls, bumpers and other video formats went live thereafter and is still on the air nationwide every week. The print campaign was also divided in two phases, one were we promoted the documentary and one where we present our characters. The campaign has run on most major Swedish commercial TV stations, on Facebook, YT and Instagram.

2 000 000+ reach in SoMe (Sweden has 10 000 000 inhabitants).

The overall revenue during for week 32-52 was +32 700 000 SEK compared to the same period 2015.