Bjorn Borg Promo, Case study SWEDISH UNDERWEAR LIBERATION by Starcom Stockholm

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Industry Clothing, Lingerie, Underwear, Pajamas, Tights & Stockings
Media Promo & PR, Case study
Market Sweden
Agency Starcom Stockholm
Producer Mattias Swenson, Ivar Berglin, Carl Kjellme
Released March 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BJÖRN BORG
Product/Service: UNDERWEAR
Date of First Appearance: Mar 10 2010
Entrant Company: STARCOM SWEDEN, Stockholm, SWEDEN
Marketing Director: Rocky af Ekenstam (Björn Borg)
PR & Event Manager: Pernilla Johansson (Björn Borg)
Digital Manager: Micke Kazarnowicz (Björn Borg)
Digital Planner: Linda Öhman (Starcom Sweden)
Media Strategist/Account Director: Jonas Nyvang (Starcom Sweden)
PR Strategist: Martin Abrahamsson (Jung Relations)
Producer: Mattias Swenson (Bloglovin)
Producer: Ivar Berglin (Vice)
Producer: Carl Kjellme (Vice)
Media placement: Online & Ambassadors - Paid, Earned, Owned Media - 1 March 2010

Insights, Strategy & the Idea
We needed to turn Björn Borg, international tennis star and playboy circa 1980, into Björn Borg, international fashion brand, circa 2010.

Björn Borg Underwear is a Swedish brand that is expanding its distribution in Europe, North and South America. The majority of young people in these new markets do not know about Björn Borg or his underwear.

Through research we found out that the hippest and most daring youngsters in the key markets wear or know Björn Borg Underwear. Theirs is the most uninhibited generation yet, sharing their lives, their fashion and their sexuality online. Björn Borg’s Swedishness, and our liberated opinion leading friends, would be ideal to carry and drive the engagement in its thriving new markets.

We needed to create a mission that would stretch the brand’s origin and could be used to take advantage of our international friends and fans in advocating the greatness of Björn Borg.

Creative Execution
We brought the world the “Swedish Underwear Liberation”.

Across the world, young people took up our call to bring the Swedish spirit of openness and self-confident sexuality to the lesser fortunate nations.

All they have to do is to upload a picture of themselves in Björn Borg underwear in our Swedish Export page and app to become a certified "Swedish Export". People crafted their own unique, cutting-edge look in a competition for best photo, judged – naturally – by their social media peers, with a chance to win their weight in underwear.

We generated critical local support by engaging our fans, creative influencers and bloggers in each market to champion the Swedish Underwear Liberation. We amplified our supportive voices by putting our Swedish Exports across the web to be highly visible (helped by our friends at Google, YouTube, and Facebook).

Our Swedish Exports became our ambassadors to the world, and the world loved them.

Results and Effectiveness
The results smashed through our expectations like a Björn Borg ace whistling past an opponent.

We unleashed a storm of word-of-mouth publicity that money-just-can’t-buy and recorded over 600 million views and +350% traffic to We generated over 50,000 champions and friends by amplifying our Swedish Exports, and international sales of Björn Borg underwear increased to 190 million Euros.

Björn Borg was an international superstar once again – except this time it wasn’t as a racket-toting tennis ace, but as a colourful, edgy, uninhibited fashion brand.

The Swedish Underwear Liberation continues, and Google was so impressed with the engagement that they did an international case study of the campaign.