When Fortum started their sponsorship of Dreamhack Masters 2018, MKTG got the mission to create a campaign with the purpose to strengthen, build brand love and place Fortum ”top-of-mind” in the younger target group. They want to be perceived as a trustworthy supplier of electricity that works for a cleaner world.
Dreamhack Masters has a very value and experience driven target group that Fortum never have targeted before, but that today is more important for both brand and business.
With this campaign, we wanted to show the target group that Fortum is a partner that makes e-sport possible.
MKTG was together with Isobar responsible for creating the creative concept. Isobar was responsible for digital and social media activation and MKTG for the activation on site at Globen in Stockholm.
We also delivered analyzation of target group, negotiations of agreement, identification of objectives and KPIs and evaluation models and reports.
The challenge was above all to get visitors to percieve Fortum as a high tech and innovative company as well as they should understand why Fortum is a sponsor and have a reason to speak at Dreamhack Masters.
Our work resulted in the concept ”Power to Play” that was communicated in social media with different films before the event in both Fortum’s and Dreamhack’s channels incl. Twitch, Facebook, Instagram and Youtube.
On site, we wanted to focus on Fortum’s core business, the electricity, by creating an event area where visitors couldn’t miss who was communicating with them.
Together with Dreamhack, we built a surf map game that you could play to win great prizes with a clear connection to gaming. You could also charge your phone, try an energy shot and follow all the matches through a live stream.
11 230 visitors
Film reach 116 000
1 625 interactions on SoMe
PR worth 500 000 SEK
Mass media – 7 MSEK
Preference increased with 11%
NPS All time High 21%
Attitude + 41%