12th man heckled with tactics and tips from billboards in Oddset World Cup campaign from Perfect Fools
It’s a funny old game for Jan Olof "Janne" Andersson, head coach of Sweden’s national football team. He used to get uninterrupted thinking time on his walk to work, but now he’s trolled by fans pitching match tactics along his two-hour commute.
Swedish betting company Oddset bought space on billboards along the 12km/seven-mile route of Andersson’s daily stroll, and challenged its customers - and players - to post their inspirational thoughts and tips for Janne to read.
The Janne Walk
campaign was conceived by football mad men at international communications agency Perfect Fools. Their back four will curate thousands of suggestions and select 40 comments a day, to broadcast to nine OOH digital sites, while Janne is on the road to and from his home on Lidingö island to his office at Friends Arena in Stockholm.
Janne has no escape from the nation’s collective football knowledge, from suggestions how to counter the German defence and what needs to be done in extra time to nail it, to what pre-match food the players should eat - no piece of advice is too trivial.
Perfect Fools even got players involved: “Ponne should play up front”, was sent in by Leeds United and Swedish national centre back, Pontus Jansson.
Fans are expected to submit hundreds of tips each day via thejannewalk.se, as the campaign is supported by PR and social media. All content is screened for unacceptable or fruity football terrace language, prior to being fed to screens. There are no prizes only the glory of advising Janne.
Jan Andersson, Sweden’s head coach declined to confirm which, if any of the tips, will inspire his World Cup preparations, but commented: “I know there are plenty of national team coaches all over Sweden. I have major respect for that and think it’s great that people get involved and have their views. And they are more than welcome to send me their tips.”
Midfield general, Klas Lusth, executive creative director at Perfect Fools, said: “The World Cup is not just another game and because Sweden has the best fans in the world we needed to create a campaign of two halves. Janne’s squad has bags of pace and everything to play for so even without Zlatan Ibrahimovic, at the end of the day, maybe our Oddset campaign can narrow Sweden’s 150/1 odds of lifting the Jules Rimet Trophy.”
Natural goalscorer, Eva Evesjö, marketing manager of Oddset, added: “There are no easy campaigns in the World Cup and Perfect Fools is a big game player that has beat the offside trap to hit the back of the onion bag with this peach of volley. It’s a thoroughbred campaign, very theatrical, and clearly born from a Hollywood pass. The lads excelled themselves.”
In extra time, Lusth added: “Everyone in Sweden thinks they can do Janne’s job, so we thought we’d give them the opportunity to influence his strategy and tactics. With Oddset on the bench Sweden has every chance of snatching victory from the jaws of defeat and returning home dripping in glory.”
Just before the whistle, total football thoroughbred, Evesjö, added: “I’m convinced that many football fans have special knowledge that they would love to share with Janne Andersson. Now we’re giving them the opportunity. The more Janne knows, the bigger the chance of a successful championship. The more you know, the more you win,” winked the cheeky thoroughbred veteran striker.
Watch the a super short film about the Janne Walk here:
To see and hear Janne’s thoughts on the campaign, here’s a 30-second clip:
Behind the campaign stands Perfect Fools and Oddset in collaboration with Visual Art, who placed all the DOOH units. In addition to the digital outdoors, the campaign is shown online and in social media.