Sefina Pantbank and Hammarby soccer club

Sefina Pantbank and Hammarby soccer club

V.I.B. – Very Important Bajare, a sponsor activation
Award winning, concept, design, Art Direction, web, social media, contest, PR, sponsorship

Now we are in a fourth fantastic season with V.I.B-Very Important Bajare, a standing sponsorship for Hammarby Fotboll that we help our customer  Sefina  Pantbank activate. We at Louder Family have developed concepts, communication, content and strategy, for what has become an award-winning campaign loved by the target group.

The goal?

To get the target group (hammarby supporters) to discover Sefina Pantbank and befriend them, by genuinely contacting the target group, doing something nice for them and making them feel included, for real.

In the long run, of course, Sefina Pantbank wants more people to discover them and their services, as well as value an item with them. Finding out what something you own, but may not need, is worth a first step in putting a mortgage on an item to sell it with the help of experts, in a simple and safe way.

2021 is the fourth successful season we run the V.I.B. campaign on Sefina’s  behalf.

So, what is V.I.B?

We at Louder family  developed the concept V.I.B., which stands for Very Important Bajare, with associated V.I.B. card on mobile. It plays with the expression V.I.P.,  Very  Important Person and kicks upwards, a little with a twinkle in the eye which suits the target audience.

 For this activation and campaign, we have developed a campaign site primarily adapted for mobile, with a clear CTA where you get your V.I.B card. A digital membership card directly on your mobile phone.

We have created still and moving graphics and copy for different devices in arenas (big screen, etc.), made strategy and content for social media, worked with PR and got other sponsors to Bajen on the train to sponsor V.I.B in itself.

If you have a digital V.I.B card, you get access to V.I.B treatments and competitions as well as discount codes from both Sefina Pantbank and other sponsors such as Silja Line, Bajen premium, Volkswagen, Carglass and Evident Clean, and of course from Hammarby football. You can win tickets to V.I.B rooms at matches, signed match shirts, balls, scarves, consumer electronics and much more.

By also inviting other Hammarby sponsors, we put Sefina Pantbank in a position where they do not become as dependent on the in-houseagency’s goodwill, it instead becomes an independent campaign clearly directed directly to Hammarbyare.

Supporters’ own stories

2021. After 1.5 years of pandemic and seclusion, it was time for V.I.Barna themself to step forward and tell their Bajen stories. When registering to receive your V.I.B card, you should justify in writing why you should win.

When we at Louder sat down to review the material, we realized that we had incredibly strong touching stories.

Real stories from real supporters, with burning hearts for Hammarby football. When we read this, we were so moved by it that we immediately realized it was time to release these stories. They were needed more than ever now, when you haven’t seen each other in a while.

Each film ends with a surprise as a thank you for their support to Hammarby; The V.I.B supporter receives a personal greeting from the players of the Women’s Team and the Men’s Team, and receives signed match shirt.

In all, 6 strong, genuine stories were produced in the first turn. We’ll post one by one here as they’re launched.

Get V.I.B card on your phone.

To get your digital V.I.B card, you visit www.vib.sefina.se, preferably via your mobile, and value an item at Sefina  Pantbank completely free of charge online, using a photo of the item. You also writes a justification for winning fine treats from Bajen, Sefina  Pantbank and the V.I.B sponsors.

The digital V.I.B card is personal, numbered and can be saved to your mobile home screen.

Award-winning, popular sponsorship activation

In 2019, together with Sefina Pantbank, we won the award for best sponsorship at bajengalan, which we are of course super happy about.

V.I.B. is celebrated by the target group and gives clear results to our customer. We at Louder Family, Hammarby Fotboll and Sefina Pantbank look forward to continuing with the V.I.B campaign next season as well.

The citation for the win at Bajengalan in 2019 reads: “By investing heavily in the creation of a completely unique and customised activation, with communication in the club’s colours and shapes, this activation has become very widespread and greatly appreciated. The activation has engaged the club supporters in a warm, pleasant and generous way. Thanks to the creation of the concept “VIB – Very Important Bajare”, Sefina Pantbank has found a successful platform for further communication within a given Hammarby theme”.
This film is shown on the big screen at Tele2 Arena, as well as on all other screens inside the arena.
In 2021, it was time for V.I.Barna themself to step forward and tell their Bajen stories. Here is the  Millrosfamily, who have taken Bajen as a middle name, as it is such a strong symbol of family and cohesion, that it simply could not be done differently.
 
These are genuine stories from genuine supporters, which we have saved over the years through the motivations for obtaining V.I.B cards. Each film ends with a surprise as a thank you for their support to Hammarby; The V.I.B supporter receives a personal greeting from the players of the Women’s Team and the Men’s Team, and receives signed match shirt. In total, 6 stories were produced in the first turn. We’ll post one by one here as they’re launched.
How to easily get the VIB card on your phone: Go to vib.sefina.se, value an item free of charge by photographing and submitting it (you will receive an answer via email from Sefina Pantbank’s valuation experts). And voilà – you now have your very own VIB card with personal discounts, which can be saved to your phone’s home screen. Everyone with VIB also automatically competes for great prizes.
Some lucky VIB members won VIB tickets including dinner, their own box, a tour of the arena plus locker room and a meet and greet with the players.
Every week during the season, we create content that is published in Hammarby Football all channels; instagram and facebook posts, stories, banners to website, HTV, newsletters and more.