Salming would create awareness of the brand and take new positions in the market. One had to communicate this in a cost-effective way to its target audience.
We analyzed the target audience’s media habits and appropriate channels for a new communication strategy, resulting in a close collaboration with 1000apor. A series of films were produced which meant that Börje Salming was persecuted and filmed by the brothers Schulman. The films were shown on 1000apor.se and on msn.se. They also quickly became a big success on youtube.com.
In connection with the film campaign, collections of e-mail addresses, banner ads, website and a webbshop were also made.