In 1986, Sweden sees a happy figure wearing a lumberjack shirt cheering in front of the TV with a game bong in his fist. PG and Oddset, the new betting game has been launched by Fältman & Malmén and gaming Sweden will never be the same.
Just before the turn of the millennium, when sales are close to one billion kronor, measurements show that PG is stronger than the Oddset brand. He is also, somewhat overestimated, more popular with middle-aged women than with his core target group of young men. The quest to get more than 20% of the population to try the game is over.
A complete make-over begins. New logo, tagline and a new game form are launched; The Bomb. The game is tied much closer to different sports via famous sports profiles such as Tony Rickardsson, Ljubomir Vranjes, Börje Salming and a young Zlatan Ibrahimovic to name a few. The target audience is narrowed to, and is now aimed solely at men 20—30 years old. By acting heavily around major championships, and with “constant presence” in the mundane serial funk, revenue increases by 700 million in three years.
Stryktipset is a piece of Swedish gaming history, an instutition launched back in the 1930s. When Lotto was launched in 1980, Fältman & Malmén were asked which of the games they would like to work with. Stryktipset is drawn with declining turnover and the whole of Sweden is waiting for the world phenomenon Lotto. Of course, we choose the Stryktipset.
We created a new positioning map using the concepts of Lucky Games and Skill Games, giving us a clear platform to work from. With a lot of help from Tipsextra, it was decided to focus communication around Saturdays. With star profiles from the Premier League such as Eric Cantona, Ian Wright and Vinnie Jones, an overall promotional film was created about the year which was run chugged ahead of the weekends. They were supplemented by in-store promotions with everything from coupons, flyers, stickers and mobiles that were measured and evaluated weekly.
Turnover increased by 500% during our time with Stryktipset.
In the mid-1990s, Keno is under threat of closure. Communication is fuzzy and strange, so few understand, and even fewer play. Fältman & Malmén's realization that the Keno draw is broadcast live daily from Gotland becomes a redeeming factor for this classic advertising concept. We move Keno from China to Gotland and suddenly the draw in TV becomes relevant, and works for us. Already after a month in with the new advertising concept “Lätt å vinne”, the turnover has doubled. The impact is so great that when the commercial “Jobbe?” It seems that a minister in the then government has enough. “You absolutely must not encourage people to play instead of work”.
The film gets taken down. But success is already a fact and we are rewarded with a 75-watt for one of that year's most effective campaigns. In Visby people make common cause, print and sell sweaters with the text: “Jobbe?”
