In the final project at Berghs we worked cross-disciplinary with the other programmes to solve briefs for two clients simultaneously, in a time period of 6 weeks. Our main client was ATG and the brief was to recruit new players to V75 and horse-trotting in the target segment age 18-44.

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Through user research we realized that ATG has a high brand-awareness overall, but that the target audience don't see V75 and gambling/betting as relevant to their lifestyle. Due to ethical resons such as addictive gambling behavior and the connections to characteristics of the young age group we early on decided to narrow the target audience to age 25-35, also enabling more target audience-oriented communication.

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In the thorough research stage we conducted desktop research through a 4C analysis, looking at the company, competition, consumer and culture. In addition we intervjued people from the target audience as well as qualitative data collection through various surveys.

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We landed in the insight that the target audience value doing things in company with others, on culture we found the relevance of collective power and on competition we found the importance of being present in the digital forum to remain relevant. Based on these key insights and the ideation phase, we landed our main insight, that the target audience actually already bet on a day-to-day basis, only they bet on each other in a more informal sense. "I bet you I'll win next round".

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Our concept "ska vi slå vad?", is based upon the idea of taking these daily betting scenarios to the next level. By using an already established behavior in the target audiences life, we wanted to turn empty words into action and increase the feeling of excitement, which ties on to ATGs brand promise.

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We developed a soft-betting app called "ska vi slå vad?". Here the initiator of the friend group downloads the app and invites the rest to join a group. In the app bets can easily be placed and low amounts (1-100kr) can be betted. Once a bet is finished, the final amount can be directly used in the ATG-tillsammans online V75 gaming site, as well as the already existing betting group.

The goal with this application is to make the target audience interact with ATG on a daily basis, changing their current interpretation of ATG. Furthermore we want to lower the bar of playing on V75, by making it easy to play a first game.

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To communicate the service we developed a communication-concept and strategy to get the word out. By owning the phrase "ska vi slå vad" we made examples of how it can be used in wide as well as narrow contexts. We worked hard on copywriting, creating commercial scrips and takes in channels such as DOOH, earned social, paid social and other channels such as twitch. Furthermore we developed ideas on how to apply the concept in influencer marketing in order to make the target audience keen to interact with the service.

Team:

Ludvig Börjlind (SK), Malin Bengtsson (CD), Michelle Holmgren (PR), Pontus Åkerström (PL), Richard Nilsson (GM), Sofia Moberg (DDS), William Röhl (Copy)