Football World Cup 2022. A criticized World Cup in Qatar where the headlines were mostly about not supporting the world cup, both from the perspective of an audience member and as an advertiser. At the same time, the WC is one of the most important events for Oddset (Sweden's first betting company) to be visible, as a large part of Oddset's income comes from major championships. The mission was therefore to get the Swedish people involved in a World Cup for which Sweden has not qualified, in a criticized Qatar - where all advertisers are severely criticized.

We shifted focus from the Swedish national team to the 32 countries that participated in the WC. Because all 32 countries exist in Sweden. 897,431 Swedes have roots in the countries participating in the world cup – Swedes who have a second team to cheer for now that Sweden isn't participating. We designed 32 national team jerseys that the Swedish people could buy, one jersey for each team in the World Cup, but which had the Swedish emblem on the chest. A symbol of a second team to cheer for, and a symbol of an open and multicultural Sweden.

In a time where Sweden is becoming more and more polarized, where groups are drifting apart, we chose to show the unifying power of football through Swedes who have roots in the participating World Cup countries. 897,431 Swedes were ambassadors for an open and multicultural Sweden. A Sweden that was actually in the World Cup, because all 32 countries are represented in Sweden.

To reach our primary target group – all those interested in sports – we designed 32 national team jerseys with the Swedish emblem on the chest. One for each WC team. 32 second teams to cheer for, now that Sweden wasn't there.

We used 32 Swedes originating from 32 countries who became ambassadors for the team and the jerseys. With the help of their commitment to their second teams, we were able to reach out to the rest of the Swedish population.

We designed 32 national team jerseys that the Swedish people could buy, one jersey for each team in the World Cup, but which had the Swedish emblem on the chest. A symbol of a second team to cheer for, and a symbol of an open and multicultural Sweden.

2000 shirts could be bought via our webshop.

The success of the campaign was evident in the sale of 2000 shirts, which sold out within three days, with high engagement online and user retention on the activation site, demonstrating the effectiveness of the campaign in connecting with the Swedish audience.

- Highest social media engagement the brand has ever seen, with more than double the average engagement on social media posts for the brand.

- 2000 shirts could be bought via our webshop. And the shirts sold out 3 days into the campaign.

- Much higher retention rate on the brand campaign site than past campaigns, by more than 3 times, Fans/Users explored the brand's activation for longer.

- A high conversion rate (3.81%), in the top 20% of shopify's seller conversion rate, for people who entered the site to people who buy a shirt. The multicultural idea seemed to resonate with fans who interacted with it.