When Sweden qualified for the 2018 FIFA World Cup for the first time in 12 years, the joy of the Swedish fans quickly turned into disappointment when it proved to be the most expensive World Cup ever.
For the many Swedish fans who could not afford to go to Russia, the main sponsor of the Swedish national team – state owned gaming operator Svenska Spel – offered a unique opportunity to experience it at home: the chance to live in a national team player’s home during the World Cup.
Never before has a sports star lent his home to a supporter – but that was exactly what Sweden’s top striker, Marcus Berg, did with his apartment in Gothenburg, Sweden.
In an ad on Sweden’s biggest housing site, Svenska Spel and Marcus Berg searched for a “residence sub” who could live and look after his apartment while Marcus was playing for team Sweden in Russia.
The campaign spread like wildfire in Sweden, and around the world, resulting in an earned media reach of 133 million. It became Svenska Spel’s most unique campaign ever, which contributed to sales record during the World Cup and an increase of new customers by 10 %.