The One Show
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Category
Livestream
Annual ID
OS_SM20_058M
About the Work
Oddset, a sub-brand of Swedish state-owned betting company Svenska Spel, needed to break through the clutter to increase sales during the Ice Hockey World Championships 2019. To prove Oddset’s concept, “The more you know, the more you win”, our strategy was to bring the target audience closer to the Swedish national team and give them valuable betting insights. Therefore, we created a digital clone of the Swedish team’s head coach, Rikard Grönborg, and launched it as the world’s first virtual sports anchor in the 408-hour long YouTube-live show - “Grönborg Live”. Through the use of 3D and voice technology, the clone looked, moved, and sounded like the real Rikard. We used over 20 years of hockey data to build an AI which predicted the outcome of the tournament’s 64 games. The AI continuously drew new conclusions based on the ongoing 2019 tournament results and optimized its method to make smarter predictions. In the end, it managed to predict the correct outcome in 78% of the games. The news of the head coach turned virtual sports anchor spread around the world and the campaign reached over 47,5 million people and increased sales with 30%.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Perfect Fools AB / Stockholm
Client / Brand
Svenska Spel Sport & Casino / Stockholm
Art Director
Carl Larsson
Daniel Lund
Creative Technologist
Tony Sajdak
Designer
Marc Scherlin
Executive Creative Director
Klas Lusth
Executive Producer
Amit Raab
Producer
Johan Lööf
Product Manager
Ken Söderqvist
Creative Team
Joakim Ohlsson
Justin Colavita
Account Team
Eric Karlshammar
Stefan Lagergren
Eva Evesjö
Matthias Svensson
Eva Didriksson
Henrik Mäx
Jonas Nilsson
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