NordicBet had become the main sponsors of CHL, a new European hockey tournament that no one knew anything about. How could we help raise awareness of and interest in CHL and build NordicBet as the choice for knowledgeable sports fans in the process?
We created a dynamic hockey duo consisting of Swedish NHL legend and world champion Johan “Garpen” Garpenlöv and his sidekick, expert and hockey writer Jacob Nyström. We then sent them on a journey through Europe in search of the soul of hockey. A journey that booth educated and inspired the target audience and made them appreciate both the new hockey tournament and NordicBet.