Together we are Hammarby

Hammarby Football/IK Stockholm

Mission

2020 and 2021 were difficult years for many, in many ways. Audiences, people, supporters – the spirit that brings cultural and sporting events to life – were forced to stay home during the pandemic.

Facing 2022, we were met with a number of questions. Will audiences find their way back? Have people forgotten what it is like to go to events? Have new procedures been created? How do we regain the feeling we had two years ago? Uncertainty for many, not least in our national sport.

Hammarby Fotboll contacted IK Stockholm in team with Diggin Larry with these questions. How should we communicate to a target group that may have forgotten how important they are?

Hammarby
tillsammans_04
hammarby

Solution

The creation of a campaign called ‘Together we are Hammarby’.

The broad target group “Hammarbyare” may seem obvious, but we chose to niche the communication towards different target groups within the group for best effect. A clever strategy was devised where we mixed films, edited versions, cleaner graphics and shareable messages in different steps. The family that may have had Hammarby as a gathering place, the event as the obvious excuse to meet, the match day as a ritual to experience together became our mental head group that we gathered everything around. Hammarbys supporters are not only the devoted fans who scream at the top of their lungs regardless, they are also the grandfather with the grandchild, they are the mother with the adult children, they are the group of friends who meet to have fun and hug each other.

The campaign produced revolved around the idea that “Together we are Hammarby”. It is when we meet that Hammarby really exists. It is the audience that is Hammarby. It is when we are together that Hammarby is created.

We chose to create a communication around this and exemplify the feeling with the glowing heart – something that is highly personal, but which is present in all Bajare (Hammarby supporters). This would be reflected in all channels and touch points, even outside the social media campaign.

The communication was carried out in several ways – as a “main film”, short social media units, videos and prints. The main film would be a longer emotional campaign that would partly be brand-building for Hammarby’s communication in general, but it would also reflect the feeling that Hammarbyers recognize, the love of community. We would remind the target audience about it.

The Result

The comments poured in. The communication was not only accurate, but also broad-based. The initial success allowed us to tweak messages and new versions of the material throughout the campaign and reach new groups that were previously harder to reach. The results didn’t take long to show it’s success.

The goal was to sell out – 16,000 season tickets. 16,085 season tickets were sold. About 1/3 of these purchases were made via social media advertising of the film and the graphic devices. The longest video had more than 7% CTR, and the entire campaign had a total real conversion (season ticket purchase!) of over 4% and 35% clicks(!). The campaign was also awarded Gold in the Swedish Content Awards in 2022.

For the first time in over 2 years, the songs would echo again in a packed Söderstadion, the families and friends were back.

Together they are Hammarby.

hammarby
Season tickets sold (sold out)
0
Click Through Rate
0 %
Real conversion
0 %
click
0 %
Previous slide
Next slide