Yoggi Yalla Cup! We created the largest amateur Counter-Strike tournament in the Nordics and became the enabler of what our core target audience loved the most: Counter-Strike and esports. The tournament consisted of eight live streamed qualifiers and grand final broadcasted on Twitch where the winning team received both money and glory. Everyone could participate and become a star for a day.

Alongside this we created an ad featuring the best Counter-Strike player in the world, the Neymar of Counter-Strike, Olofmeister. In all assets: from the tournament website to the live streams on Twitch and the video ad Yoggi Yalla was naturally integrated and truly spoke to the target audience, understanding their passion and interests. This made the campaign enormously appreciated by both those who participated and those who watched.

During March and June 2016 we hosted the largest amateur Counter-Strike cup in the Nordics – Yoggi Yalla Cup. The tournament was hosted on a campaign website where teams applied and followed the tournament. Everything branded with Yoggi Yalla. The qualifiers were streamed live on Twitch with Yoggi Yalla being clearly integrated in everything from prerolls to the onset decor. Alongside this we aired our special tailored counter-strike ad to EVERYONE watching Counter-Strike in Sweden, not only our tournament, to build the needed reach. The film ran for the entire campaign period.

- Sales Index 122% (huge for a FMCG market leader)

- 1163 Participating teams

- 213,875 unique visitors to tournament website

- 2,2 years spent by participants

- 240,000 started streams

- 5,5 years in time watched by viewers

- 830% increased search interest for Yoggi Yalla during campaign

- 20,000+ comments in Social Media

- 248,000 organic views on YouTube ad (non paid)

- 485,000 views on Twitch ad

- 86% view through rate on Twitch ad

We identified that our largest competitors, energy drinks such as Red Bull, successfully were growing from investing in subcultures and events relevant to our core target group - young men. Young men are the hardest segment to reach in Sweden with little to no traditional media consumption and half of them using adblockers. Reaching them is a challenge.

What they do consume is computer games and Counter-Strike especially which they, if they don’t play themselves, watch others play on Twitch (the world’s largest platform for streaming gaming). The latter making Counter-Strike massive and part of what is called esports: a phenomena that this summer outgrew traditional sports in viewing online*.

Our strategy was to become the enabler of what our core target audience love leveraging their new media behaviour to breach the clutter to revitalize Yoggi Yalla by investing in esports, Counter-Strike and Twitch.

*http://www.mediavision.se/e-sports-attract-more-online-viewers-than-traditional-sports/

Yoggi Yalla is Sweden's most popular drinking yoghurt and one of the bestselling on the go products. It was a huge success when it was launched in 2001. After an explosive increase in competition from recovery- and energy drinks, sales started to decline, especially in the most important segment: young men. Energy drinks grew from investing in sub cultures such as extreme sports, electronic dance music and gaming - all relevant to young men.

Alongside this Swedish young men have started to turn away from traditional media and are instead heavy consumers of digital media but with almost half of them using ad blockers.

The brief and objectives was to increase sales of Yoggi Yalla (index target 114) and revitalize the brand - making it relevant to young men.