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Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: AIK ALLIANCE
Product/Service: FOOTBALL
Art Director: Patrik Reuterskiöld (SCWWD PRR)
Art Director: Fredrik Preisler (SCWWD PRR)
Copwriter: Petter Dixelius (SCWWD PRR)
Copwriter: Lennart Claesson (SCWWD PRR)
Copwriter: Henning Wijkmark (SCWWD PRR)
Art Director: Johan Wilde (SCWWD PRR)
Art Director: Nima Stillerud (SCWWD PRR)
Copwriter: Adam Reuterskiöld (SCWWD PRR)
Media placement: PR - Newspapers, TV, Etc. - 31 Mars 2009
Media placement: Cyber - Http:// - 31 Mars 2009
Media placement: Cyber - Http:// - 31 Mars 2009

Summary of the Campaign
"The management must resign! All must resign! I tear my season pass!" - Anonymous Hif supporter "What happened to the club loyalty? I bought my membership card to DIF, not to fuckin Hifdif! I’ll sue the club motherfucker! I’ll sue Sweden!" - Anonymous Dif supporter Stockholm is a divided city with three teams, AIK, Hif and Dif. Just before the Premier Division premiere, AIK released a calculated campaign called “Hifdif - Together we can”, an invented union between the two local competitors trying to beat AIK's audience figures. A horror scenario for the rival Hif and Dif supporters who believed that their club management had gone mad. When the penny finally dropped, the campaign, gadgets and the battle song in a well-known We Are The World-style and consequent laughs were already all over Sweden. AIK supporters were cheering and lifted the team to win both the league and the cup. Even the biggest fans at our rivalries admitted, at last, that it was the greatest football campaign ever.

The Goal
Get people to talk about football again and get attention to the coming league premiere and get people to go see the games.

The campaign was expected to live for a month but the fans continued to talk about it – the site and the forum attracted visitors throughout the whole season. The campaign also gave Football Sweden and Stockholm a brand new word and expression: Hifdif. Google it!

A website, was built, and with 0 Euro in budget, it all started with a press release that announced Hif and Dif’s new union. The leverage effect was the question many asked themselves: Was this really true? With that, a well thought-after machinery started to operate. The site was filled with gadgets, pictures and rumours. In a couple of days, the campaign exploded and was everywhere. Football forums and supporter blogs flooded with comments. We expected AIK to win the premier audience attendance, but together Hif and Dif fans precisely managed to beat us, but that just gave us an opportunity to borrow a plane and salute them at their derby.

The Situation
Tickets sales were declining and 8 creatives from 8 different agencies decided to do something about it.

The Strategy
For ages teams has been talking about their own excellence. AIK took an entirely new approach and undercover consolidated the two rivalries into one. A horror scenario for a football club and their supporters.