Eurobest

VAR Discount

NORD DDB, Stockholm / ELKJP / 2020

Awards:

1 Grand Prix Eurobest
2 Silver Eurobest
4 Shortlisted Eurobest
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Overview

Entries

Credits

Overview

Background

After a year filled with cancelled tournaments, sports-events and sponsorships thereof, the Scandinavian electronics retailer Elgiganten wanted to find a new engaging way to connect with this huge part of their audience. During a time when peoples wish to watch sports on a great TV were bigger than ever - as it's the safest way to enjoy live-sports.

Idea

Just in time for the opening match of Premier League, we decided to hijack the most debated part of football - the video assistant referee (VAR). And put Elgiganten, a Scandinavian electronics retailer, at the heart of the game.

Where others saw a hated referee signal, we saw TV’s in various sizes and brands. When the referees made the signal, they triggered a discount on a new TV at elgigantens webshop; which corresponded with the minute the signal was made.

"The VAR Discount" was promoted via owned channels and made its debut in the match between Liverpool and Man City. Which resulted in a big win for the brand - without having to pay anything in sponsorship costs. Instead, Elgiganten will stay in the middle of the action all season. Just by making VAR rewarding in real-time and something to look forward to.

Strategy

Just in time for the opening match of Premier League, we decided to hijack the most debated part of football - the video assistant referee (VAR). Where others saw a hated referee signal, we saw TV’s in various sizes and brands. When the referees made the signal, they triggered a discount on a TV at elgigantens webshop; which corresponded with the minute the signal was made.

The discount made its debut in the match between Liverpool and Man City, in which two VAR calls was made - the first in minute 24, the last in minute 45 of the second half. This added an element of betting and urgency to Elgigantens usually traditional webshop, targeted towards an audience that love that kind of excitement. Especially during a time when the wish to own a great TV is bigger than ever - as it's the safest way to enjoy live-sports.

Execution

The unique discount was promoted via owned channels, before, during and after the game, and made its debut in the match between Liverpool and Man City. In just one hour Elgiganten had 2,4 million DKK in online TV sales - immediately paying back the limited investment of 150.000 DKK and more.

This resulted in a big win for the brand - without having to pay anything in sponsorship costs. Because it turns out that wasn’t needed. Elgiganten will stay in the middle of the action all season, just by making VAR rewarding in real-time and something to look forward to. Even among its passionate anti-fans.

Outcome

In just one hour Elgiganten had 2,4 million DKK in online TV sales - immediately paying back the investment and more. In addition it attracted 10,5k unique visitors to their site and 250 live customers during the game. The second VAR signal alone resulted in 100 sold units within just 10 minutes after the call, and an impressive 313 sold TVs in total. An amount of web-traffic and overall sales that placed two products covered by the discount in Elgiganten's "Top 5 sales" of the week. Physical stores included.

Suddenly, people tweeted and turned to Elgiganten's Facebook page to celebrate the initiative. Stating that VAR (the video assistant referee) finally felt bearable.

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