| Title | The VAR Discount |
| Brief | Just in time for the opening match of Premier League, we decided to hijack the most debated part of football - the video assistant referee (VAR). And put Elgiganten, a Scandinavian electronics retailer, at the heart of the game.Where others saw a hated referee signal, we saw TV’s in various sizes and brands. When the referees made the signal, they immediately triggered a discount on a new TV at elgigantens webshop; which corresponded with the minute the signal was made."The VAR Discount" was promoted via owned channels and made its debut in the match between Liverpool and Man City. Which resulted in a big win for the brand - without having to pay anything in sponsorship costs. Instead, Elgiganten will stay in the middle of the action all season. Just by making VAR something to look forward to. |
| Agency | Nord DDB STO |
| Campaign | The VAR Discount |
| Advertiser | Elkjøp |
| Brand | Elkjøp |
| Posted | December 2020 |
| Business Sector | Consumer Electronics & Audio-Visual |
| Story | Just in time for the opening match of Premier League, we decided to hijack the most debated part of football - the video assistant referee (VAR). And put Elgiganten, a Scandinavian electronics retailer, at the heart of the game. Where others saw a hated referee signal, we saw TV’s in various sizes and brands. When the referees made the signal, they immediately triggered a discount on a new TV at elgigantens webshop; which corresponded with the minute the signal was made. "The VAR Discount" was promoted via owned channels and made its debut in the match between Liverpool and Man City. Which resulted in a big win for the brand - without having to pay anything in sponsorship costs. Instead, Elgiganten will stay in the middle of the action all season. Just by making VAR something to look forward to. |
| Media Type | Digital |
| Client Director | Staffan Slörner |
| Client Manager | Annie Leander |
| Creative Director | Simon Higby |
| Art Director | Patrik Pagreus |
| Copywriter | Anna Boberg |
| Graphic Designer | Eddie Wernholm |
| Graphic Designer | Patrick Emt |
| PR Strategist | Kristin Åkerlund |
| Chief Creative Officer | Andreas Dahlqvist |
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