Take the relationship between Malmö FF and its main sponsor, the renewable energy company E.ON, to the next level. Create a buzz around the Champions League match that would pit Zlatan Ibrahimović against his old club.
Together with M&C Saatchi, Intellecta agencies Unreel and Wow Events projected a giant blue ‘Z’ onto the Turning Torso – the tallest building in the Nordics – and created communications around the happening. A variety of films and images was released in almost real-time. Some films with pre-recorded parts were spread online in order to create different stories.
Within a few hours, all of the Swedish sports and news channels, and many international ones, had picked up the story, generating a flood of coverage. The ‘Z’ symbol was shared tens of thousands of times on social media, generating more than 3.85 million social interactions. With a total reach to over 930 million people, it was the most trending story that day, despite no media spend.
Zlatan did not fail to notice the celebration and expressed gratitude several times during his press conference.
The ‘Z’ was subsequently replaced with the Malmö FF logo to show the city’s allegiance to the club and to encourage supporters to focus on the crucial game ahead. Malmö residents were given a proud memory to last a lifetime.
Zlatan scored, helping take Paris Saint-Germain to a 5-0 victory and into the knock-out stage of the competition.
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