Elitloppet is the equestrian response to Super Bowl and one of the biggest betting weekends of the year. But the betting market competition is extreme with lots of new entrants fighting for attention. So, despite this aggressively competitive environment, how could sales be increased?
Of course there is potential for increased sales, we thought. But to achieve our goal we had to put in more horse power. How about moving the game closer to the potential consumer and at the same time create greater interaction? Said and done. The spot we at Kicker chose was the central station of Stockholm, where 200,000 people pass each day. Our solution was a giant pop-up store with a combination of games, event and a quite likeable ATG-blue plastic horse. After one week we could establish that this had become the winning concept.
This Kicker signed event increased ATG´s sales by 38 % compared to previous year. In addition we managed to attract new players by being physically present in a new spot.