How the tallest building in the Nordics became the largest digital billboard in the world.
Swedish football club Malmö FF has given the world a number of football legends,
with Zlatan Ibrahimović possibly their greatest yet.
Zlatan, now playing for Paris Saint-Germain FC, had a chance to make epic history
by playing against his old club in the group stage of Champions League.
MFF wanted to give him a warm welcome home to Malmö.
How could we activate the sponsorship between main sponsor E.ON and Malmö FF
in connection with one of 2015’s biggest sporting events?
As an extra challenge, only Champions League sponsors were allowed inside the
stadium. This meant we had to think outside the box (the arena).
Timing and location were crucial in order to gain as much attention as possible.
We picked the most visible media placement in the Nordics – the Turning Torso –
and launched the activity just before Zlatan’s arrival in Malmö.
To mark the return of a legend, E.ON used its renewable energy to light up a giant
blue ‘Z’ on the previously hidden ‘Z’ shaped struts on the very top of Turning Torso.
The event was experienced in real-time, fuelling huge online noise about the game.
And in just a few hours all of the Swedish – and lots of international – sports and
news channels had picked up the story, generating a flood of coverage.
The ‘Z’ symbol was uploaded and shared tens of thousands of times on social media,
generating over 3.85 million social interactions. With a total reach of over 930
million people it was the most trending story that day, despite no media spend.
Even Zlatan couldn’t fail to notice the celebrations and expressed his gratitude
several times during his press conference.
Later that evening and on match day itself, the huge ‘Z’ was replaced with the MFF
logo to show the city’s allegiance to the club and invite all MFF supporters to focus
on the crucial game ahead.
The activity also highlighted E.ON as an enabler and an opportunity to talk about
The residents of Malmö got a proud memory to last a lifetime as MFF and E.ON
literally took their sponsor relationship to the next level.
Examples of media coverage:
UEFA Champions League I Mirror I ESPN I Daily Mail I Le Parisien I CNN I The Sport Bible I PSG I VG
Yahoo I De Telegraaf I 1970 PSG I 20 minutes I Eurosport I Ekstrabladet I The Guardian I Sportit
La Nouvelle Republique I Nederland Nieuws I Today Sport I Sporx I Get French Football I NESN
Aftonbladet I Expressen I SVT I SVT Play I Sydsvenskan I Feber I TV4 Nyhetsmorgon I SvD I DN
GP I Sveriges Radio I Dagbladet I Allsvenskan I Sportbladet I MFF I The Local I OMNI I Sportamore
Lokaltidningen I Lajkster I Skånska Dagbladet I Malmö Town I TV 4 I Viasat Sport I Aftonbladet TV