Interview series with Patrik Ekwall
Mini-documentaries in which Patrik Ekwall interviews the athletes and is challenged in their sports – from discus to biathlon and ski jumping.
Team Teknos case – sponsorship and ambassadorship for Teknos
Where performance begins –
and recovery wins
Team Teknos – an innovative sports initiative with eight sports stars that linked the brand to recovery, sustainability and a sense of home. The sponsorship was activated through mini-documentaries, in-store campaigns and digital reach.
- 4.5MDigital reach
- 2.2MSocial reach
- 600KTele2 Play views
- +10%Increased brand consideration
- +8%Increased brand awareness
SponsorshipMedia StrategyInfluencer MarketingMedia BuyingProgrammatic Advertising
Challenge
A position
of its own.
Teknos needed to increase brand awareness in the Swedish market. Competitors were spending heavily in traditional channels such as radio and TV with bigger budgets. Teknos wanted to find a position of its own to get maximum impact from every krona invested.
”Today it's the team athletes in the big sports who receive most of the sponsorship money. Teknos wanted instead to help individual athletes who aren't courted by the major sponsors.”
Target audience
Sport as
a channel.
The target audience has a positive attitude towards sport. When people watch something they enjoy, they're more receptive to messages and information – which is why sport was chosen as the communication channel.
Demographics
Primary: Men 25–59. Secondary: Women 25–59.
Interests
- Sport
- Renovation
- Interior design
- Sustainability
- DIY
Team Teknos
Eight sports stars –
one shared vision.
Succeeding as an elite athlete requires a sustainable life – where both the sporting commitment and private life work, with a home environment that's a place for recovery and energy. That's why Teknos created Team Teknos: eight sports stars from different sports who together lifted the brand in a personal and creative way.
Read more about our athletesThe strategy behind the partnership
How we built
Team Teknos.
- 01
Insight & positioning
Identified the link between a sustainable sporting life and a sustainable home environment – a credible message that resonates with Teknos's core value 'We Make The World Last Longer'.
- 02
Choosing ambassadors
Selected eight athletes from different sports based on the Swedish public's sporting interests – both summer and winter sports, individual athletes not courted by the major sponsors.
- 03
Content production
Created mini-documentaries with Patrik Ekwall and painter Susanne Bäckström, who visit the athletes' homes and create spaces for recovery.
- 04
Multi-channel activation
Activated the sponsorship through streaming, social media, in-store campaigns, employee activities and B2B events.
Activation
Seven channels.
One strategy.
A place for recovery
Painter Susanne Bäckström visits the athletes' homes and helps them create comfortable home environments for recovery using Teknos colours.
Teknos Sample Cans
Launch of sample paints linked to the ambassadors' favourite colours – the 'Frida colour', the 'Simon colour' – as an in-store campaign.
Employee activities & B2B events
Ambassadors created sporting activities for employees and customers – discus, table tennis, orienteering and golf at stores and retailers.
- Digital
- Social
- CTV
- Streaming
- In-store
- Trade press
- Magazines
Gallery
The ambassadors'
favourite colours.
Truls Möregårdh's favourite colour – Telemark
Alexander Öhgren's favourite colour – New York Highline
Elvira Öberg's favourite colour – Happiness
Frida Westman's favourite colour – Darling
Simon Pettersson's favourite colour – Forest
Result
From awareness
to the shop floor.
Team Teknos exceeded all of its targets. Brand consideration rose by 10% and aided brand awareness rose by 8%. Stores saw customers specifically asking for the ambassadors' colours – the 'Frida colour' and the 'Simon colour'. The share of female customers in Teknos stores increased noticeably. At the same time, strong internal pride was built within the organisation and interest in sport grew among Teknos employees.
”Team Teknos is an innovative way to increase awareness of a brand and link it to sport's positive values. The sponsorship has been activated on several levels – exposure, staff, product and relationships.”
Want to create a similar impact?
Read how we select ambassadors, activate partnerships and track the impact of sponsorship.
Send enquiry
Want to create
an ambassadorship like this?
Brons Sports helps you find the right profiles, build credible partnerships and activate sponsorships that create real business value.