Lately, young men’s media habits have fragmented and they are over-represented in using media that they actively opt in for. The challenge for agency Garbergs was to create communication that would reach Bjorn Borg’s target using media channels that they were already using rather than driving them to the brand’s own media channels. It would have to adapt and conform to their world, in a credible way.
Based on the insight that the majority of the target audience are gamers, Garbergs decided that it would launch the new Bjorn Borg collection through an actual game. Hoping to attract the gaming community, and therefore, the right audience.
To follow Bjorn Borg's mission to 'take an active stand for more love in the world', it decided to parody the first person shooter-genre. The agency integrated PR elements that it hoped the gaming community would pick up on. If it got people talking about the game, influencers would pick up on it and pass it on to their fans - adding credibility. As the game was at the heart of the launch, it inspired the communication outside the game such as the fashion show and outdoor billboards. The game also introduced a new platform for e-commerce; in-game shopping.
Six months prior to launch, the agency showcased the new collection at Stockholm Fashion Week. Thanks to the cutting-edge game-inspired show; it gained free media coverage on national TV. The agency used two trailers for the game, one prior to the game and one on launch day, both seeded on social media channels and as YouTube pre-rolls. As the game was developed, it included elements that gamers would pick up, hoping to the reach a specific influential gamer that would try out the game - adding a layer of credibility. Post launch, an OOH billboard campaign was rolled out.
Check out the official ad trailer here: https://www.youtube.com/watch?v=UQxNw1GbKDk.
Several media reported on the campaign, including Spiegel Online, The Washington Post, Fast Company and CBS News - leading to an estimated PR worth of €9.5 million ($10.4m). The success generated over 300 articles and blogs with a high affinity in the target group and it has been shared 15,000 times in social media. The total reach was 44 million that in effect generated a 20% increase in consideration in the target group. The business impact of the in-game shopping feature resulted in a 40% increase in sales on the webshop (YoY).