To develop a purpose-driven business
ATG - Drömfonden
Drömfonden "The Dream Fund" is an initiative by the gambling company ATG that aims to raise the sport's benefits to society. ATG has long supported Swedish sport by, among other things, sponsoring SOK - the Swedish paralympic comité and various equestrian sports initiatives. By creating Drömfonden, ATG takes their work a step further by supporting associations that help promote health and counteract exclusion in society.
The gambling industry of Sweden had about 40 competitors in 2017 and soon in the same year the industry would also be re-regulated. The growing number of gambling companies had made it hard for their target groups to make them apart. In order to secure its position as "The old good and nice gambling company" in the market, ATG needed a clear communicative approach with a message that held together.
The goal was to own dreams in Sweden with an ambition that ATG would become the social actor who not only knows most about Swedes' dreams but is also quoted the most when talking about them.
ATG - the dream factory
The Swedish language actually have more negative synonyms than positive ones for the word dream: we fantasize, daydream and hallucinate. So the question asked was - what happens if we stop dreaming? The answer is Nothing. That's the problem. The dream is our compass and without it we lose our direction. The overall conclusion was to focus our communication on moments where dreams are the driving force. And our solution was the Dream Fund - Drömfonden.
The dream fund is a part of the vision to make Sweden more alive. It gathers all of ATG's commitment and sponsorship under the same roof.
The Dream Fund is a long-term venture with Peter Foppa Forsberg as ambassador to finance and help implement projects that contribute to health and community with sport as a foundation. In June and July 2017, non-profit organizations, associations and businesses in Sweden were able to apply for funding from the Drömfonden to implement a project that combats exclusion and ill-health. A total of SEK 300,000 was distributed during the year.
Due to the rules established in the Swedish Marketing Act, ATG had to find a way around the fact that gambling companies must not imply that their activities can improve the gamblers life, which the Dream Fund's communication partly does. Therefore, the Dream Trot (drömtravet) was also created. A new game at ATG whose player's bid goes to the contributions handed out by Drömfonden. The dream trot (drömtravet) could be marketed by talking about how it was connected to the dream fund.
Distribution and influence
Being on the show “Nyhetsmorgon” (meaning the Morning News) is a big thing in Sweden. It is a certificate that you’ve done a really good project worth to talk about. The news are interspersed with in-depth discussions, monitoring the latest trends, personal interviews, culture and sports.
The Morning news at TV4 from 2017-10-01:
Drömfonden is an initiative that will give back to society in the form of supporting associations, activities that promote, among other things, sports and counteract exclusion. Four finalists received SEK 50,000 each from the fund this summer, and yesterday a lucky winner was announced - Adnan Bainca from Unite People received an additional SEK 100,000 from the Dream Fund's ambassador Peter "Foppa" Forsberg.
