IF Elfsborg is a Swedish football club and a well-known brand with close associations to its spiritual home in Borås. Brainforest has been working with the club since 2012 and has regularly produced campaign material.
Prior to the start of each new season of Swedish top-flight football IF Elfsborg faces the challenge of sending out a message that will reach everyone in the target group and attract as many spectators as possible to the club’s matches.
The focus for the 2015 season was the Vi Tillsammans (“We Together”) project, which saw the club take a firm stand against violence, bullying, drugs and doping. The project has an inclusive agenda and is open to everyone in Sweden. Part of the purpose of the Vi Tillsammans campaign was also to show that everyone plays a part in the successes that IF Elfsborg enjoys on the football field.
IF Elfsborg’s target group is very broad, so a number of different channels were required to reach everyone. To meet this challenge Brainforest produced campaign materials for traditional channels (printed media, banners, posters, etc.) and for digital media (website banners and a special campaign site).
The campaign achieved high visibility in and around Borås and attracted a broad target group to the matches. There were many visitors to the campaign site and the Vi Tillsammans project attracted a great deal of attention, confirming its role as an important aspect of the club’s future activities.