Kiwa Inspecta & SvFF
Kiwa Inspecta is on of the world leaders in testing, inspection and certification. In many ways, Kiwa Inspecta have the same role in society as referees have in football games. Both Kiwa Inspecta and referees make sure everything works and rules are followed, so that the rest of us can focus on what we love doing. Football also happens to be one of the biggest interests of many of Kiwa Inspectas potential employees. That's why Kiwa Inspecta is the official sponsor of Svenska fotbollsförbundets (Swedish FA) referee program.
In 2018, it was time for Kiwa Inspecta to activate their sponsorship while also work to increase football supporters understanding of the all the challenges referees face in their work.
Kiwa Inspecta and Svenska fotbollförbundet teamed up with Swedens most popular football podcast Tutto Balutto – run by laddish and rouge sports journalists Gusten Dahlin and Thomas Wilbacher. By inviting Gusten and Thomas to shadow Swedish referee Stefan Johannesson before, during and after the classic derby between AIK and Djurgården, the podcasters and their listeners got an improved understanding of just how stressful and challenging being a referee can be.
After the game, Stefan Johannesson invited Gusten Dahlin and Thomas Wilbacher to join him in a practice session so that the journalists themselves could try being referees. The session included Gusten and Thomas taking the Svenska fotbollförbundets official physical for elite referees. Stefan Johannesson instructed the the somewhat unfit duo in sprints, endurance and offside practice drills. They also got to attempt to referee a full 11–on–11 game played by the U19 team of Allsvenskans (Premier League) Brommapojkarna.
The session was filmed and shared with Kiwa Inspecta, Svenska fotbollförbundet and Tutto Baluttos social networks. Furthermore, during the two month long campaign Gusten and Thomas talked about their experience in almost every Tutto Balutto episode and they interviewed Stefan Johannesson 100 minute special episode.
The videos of the Tutto Balutto duo attempting to walk in Stefan Johannessons shoes was viewed nearly 120'000 times and the total reach was approximately 1.35 million people. The PR-value created was over 2 million SEK. The publics response of seeing the podcasters, with their dad-bods, trying to do what Stefan Johannesson does every week was massively positive.
The videos and campaigns were shared by several media outlet and a broader public discourse about the way supporters and media treat and under-appreciate referees became a major talking point in sports media for weeks. Besides Tutto Balutto, the Stefan Johannesson was also interviewed in Sweden's second biggest football podcast (Lundh).
Before the campaign Kiwa Inspecta was nearly completely unknown by the public. By the end of the campaign they had became the brand behind one of the most appreciated campaigns in football in 2018, while also seeing an increase in the amount of applications.
Year: 2018 Client: Kiwa Inspecta
Services provided: Planning, Concept & Public Relation
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