Veikkaus and Veikkausliiga wanted to improve their brand image within young men, and generate more interest in this target group. The aim of the campaign was twofold; firstly, to communicate and remind the audience that Veikkaus is a leading financial supporter of Finnish football, and secondly, to strengthen the position of Veikkausliiga in the minds of the target audience.

How? Troot created a concept called IlariPro playing with pros – a branded video series, where Finland’s most popular football-YouTuber IlariPro would host various football stars. In addition to footballers, Ilari also collaborated with super-famous YouTuber Lakko who published football-related content on his own channel to scale audience and generate even more interest. At the end of the campaign, IlariPro got to fulfil his wildest dream yet, and challenge the Finnish football legend Jari Litmanen on his video.

Boom! The six content videos across Ilari’s and Lakko’s channels have gained a total of 468 341 views. The video collaboration with Jari Litmanen has become one of his most viewed videos of this year, audience engagement has been incredible throughout the series, and Veikkaus has strengthened its brand image as the leading supporter of Finnish football.

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