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#påvej
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The beginning of a new valuable partnership
The Danish Women National Handballteam has an impressive record list and won many medals of the finest at World Championships and Olympic Games. During the last 5-10 years the team did not reach the same results and the public perception where offen comparing them with the fabulous "Jernhårde ladies" image. Not always a fair comparison, but reality. This perception made it also more challenging to attract new sponsors and brands. The decision was made to define a new brand- and communication platform that could be used as well internally and externally towards the different stakeholders. |
The new Brand
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We defined a new strong brand platform that could create a positive position regardless of the result in a single match or tournament.
We wanted to show more of the hard work, be more open and invite the fans to follow and interact with the players. The big goal was to participate in the Olympics, Tokyo 2020. With a new coach and new goals the journey had begun. We created the #påvej (on-the-way) tagline, developed content themes and social media activations to illustrate the development and process of the team. 
With the new brand platform the Danish Handball Federation (DHF) succeeded in engaging Sparekassen Kronjylland as the new main sponsor and a promising partnership was launched.
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Partnership strategy
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The strategy was defined and the roll-out of the partnership could start.
The partnership should help Sparekassen Kronjylland (rewarded as the best European workplace 2020) to increase awareness and build brand image in the Danish market. With a clear strategy of "going-local" the activations of the partnership should engage and excite employees and the entire organization. The activation plan was set to give the entire Handball community knowledge and interest in the new player (= Sparekassen Kronjylland) in the popular game. From national level to the local branch. Sparekassen Kronjylland wanted to show that they were more than just a sponsor on the shirt. |
Launch of a new Handball podcast media
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An important initiative was the engagement with Mediano to launch a new Handball podcast series, Mediano Handball. Not only for Woman and fans of the Woman's National Handballteam, but for the entire community of handball fans.
The purpose was to show all handball fans that we meant it when we said we wanted to be a real partner for the whole handball community in Denmark. |
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Local activations, content and events
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One of the initial activations was the "Løb med" concept. In close collaboration with the local Sparekassen Kronjylland branch a national player or the national coach invited the local fans to join a run and have fun.
The "Løb med" concept was activated across Denmark and was covered by local media and on social media. |
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On the Youtube channel #påvej content was published with players giving tips and tricks to the younger handball players dreaming of being national players.
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VM2019 FanZone Activation
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With more than 10.000 passionated Handball fans the FanZone during the VM2019 was a unique opportunity for Sparekassen Kronjylland.
We created a fun and engaging fanzone activation by a goal machine. The Sparekassen Kronjylland experience was very popular and fans of all ages had a wonderful time. It gave great PR and lots of sharing on social media and presented Sparekassen Kronjylland as a true handball lover and we integrated the brand with deep respect for the handball traditions and culture. |
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