The Supporter Roommate Challenge
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ClientRiksbyggen
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Year2018
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AgencyMecka
As a long-standing partner of IF Elfsborg, Riksbyggen Borås was the official match sponsor for the derby between IF Elfsborg and IFK Göteborg. The company wanted to use the occasion to communicate its core values of collaboration and community in a way that felt authentic and relevant.
Challenge
Riksbyggen believes in bringing people together. The derby between IF Elfsborg and IFK Göteborg does the opposite. The challenge was to create a campaign that could turn one of Swedish football's strongest rivalries into a story about collaboration, understanding, and shared humanity—without losing credibility among supporters.
Solution
For 24 hours, we placed two rival supporters—one Elfsborg fan and one IFK Göteborg fan—in the same apartment. Through a series of challenges and shared experiences, they were encouraged to get to know each other beyond the team colors. The goal wasn't to turn them into lifelong friends, but to demonstrate that people often have more in common than they think. The experiment was documented and released as a branded content campaign ahead of the derby.
Result
The campaign offered a fresh perspective on one of Sweden's most heated rivalries and generated strong engagement around the match. By focusing on human connection rather than competition, Riksbyggen successfully brought its values of collaboration and togetherness to life in a memorable and unexpected way.
