Background: Got Event consistently works toward becoming more sustainable and encourages visitors to make environmentally friendly choice, whether that’s hopping on public transport instead of driving to the arena, or picking the vegetarian option at the arena’s restaurants and kiosks. Håkan Hellström is one of Sweden’s most beloved artists, and in 2025 he was set to have three concerts at Ullevi arena. Brief: Create an engaging campaign to encourage Håkan's fans to take public transportation to the concert.
Client: Got Event AB, Västtrafik Software: Photoshop, InDesign Credits: Photos: FM reklam
68 Percent
According to Got Event’s Climate Report in 2024, travel to events at Gothenburg’s arenas accounts for an average of 68% of their total environmental impact. With such a clear opportunity to make a difference, we partnered with Västtrafik for Håkan’s concerts to offer fans discounted tram rides to and from the arena. The campaign, which targeted Håkan’s fans, was promoted through both print and digital channels.
The Idea
Many Håkan fans have nearly every song and album down pat. So we thought, what if we played on that to create an engaging campaign that not only sold the concept, but also brought fans some joy? The event organizers had already made a fully Håkan-branded tram to promote the concert, so we decided to take over the interior as part of our campaign.
The Concept
Take the Tram to Ullevi!
To make the campaign recognizable for fans, we drew inspiration from some of Håkan’s album covers. We recreated the artwork and added a twist by changing the album titles to include the message for fans to “Take the Tram to Ullevi,” building the campaign around these visuals to create fun, engaging material. Down below, you can see the originals followed by our versions.
Tram Takeover
Social Media Posts
A newsletter was sent to our subscribers, giving them a unique code to take part in the offer. The campaign was also shared via Instagram and Facebook as multi image posts. The Instagram post was a collaborative post with Ullevi Arena’s account (6.6k followers), Got Event’s account (4.5k), and Västtrafik (15.5k). The Facebook post was a collaborative post between Ullevi (3k) and Got Event (8.8k). The campaign reached 200 000 people across these platforms.
Sketches
