The concept

At the centre of the campaign was a dedicated digital experience where Hammarby supporters could receive a free valuation of their belongings by submitting photographs and written descriptions.

Once they had completed the valuation, they became members of V.I.B and received a digital membership card on their phones.

Membership gave users automatic access to competitions throughout the football season, with prizes including signed shirts, match tickets, branded V.I.B merchandise and other exclusive experiences.

The idea was to make Sefina feel less like a passive sponsor and more like a brand that actively rewarded and celebrated the supporters.

Building daily engagement

To create ongoing interaction beyond match days, I introduced V.I.B Coins.

Members could collect coins by returning to the app, interacting with content and playing small games. The coins could then be exchanged for prizes.

This created a reason to engage with Sefina regularly throughout the season, keeping the brand top of mind while giving users something tangible in return.

A campaign across every touchpoint

I developed the creative platform and visual expression for the campaign across digital, social and physical environments.

New campaign content and graphics were published regularly through Hammarby Fotboll’s social media channels throughout each season.

I also created:

• Digital campaign and app content

• Social media advertising and weekly activations

• Pitch-side and arena graphics

• Films for the large screens at Hammarby’s home arenas

• V.I.B merchandise and competition materials

The campaign identity was designed to feel unmistakably connected to Hammarby while remaining recognisably Sefina.

A long-term activation

V.I.B ran from 2017 to 2022, making it far more than a one-off campaign.

Over several seasons, it developed into a recognised and well-liked part of Sefina’s relationship with Hammarby supporters. By combining utility, entertainment, rewards and strong brand visibility, the activation created genuine value for both the sponsor and the audience.

The result

The campaign strengthened Sefina Pantbank’s position as an active and committed sponsor while building a warm and positive relationship with Hammarby’s supporter base.

V.I.B was also awarded Sponsorship Activation of the Year, recognising the campaign’s ability to turn a commercial partnership into a relevant, engaging and long-lasting brand experience.