Vinnie The Dreamer
A very small horse with big dreams, that's our Vinnie. Here we tell his story, which is about daring to aim high, holding on to your dreams and fighting even when things are slow. As small as he is, Vinnie is a great source of inspiration for us at ATG. He reminds us that no dream is too big.

Brief:
Get new target groups emotionally attracted to the brand ATG
Horse betting is very popular in Sweden, but not with everyone. ATG is a Swedish horse betting company founded in 1974. Since then, they've built a strong audience, but that audience is getting older. ATG’s ability to succeed and grow depends on attracting new, younger players. The mission is to get the new target group interested and start interacting with ATG.

Solution:
The minihorse Vinnie the Dreamer
We introduced a miniature horse named "Vinnie the Dreamer" in social media. Little Vinnie dreams of becoming a successful racehorse. In this way, he resembles the young new players who dream of winning big. He personifies the new slogan ”No dream is too big”.

Results:
Large engagement
With over one million Youtube views of the initial films in Sweden, Vinnie made quite an impact in a country with just over 9 million inhabitants.

The organic sharing was broad. Unpaid shares of Vinnie's posts were on regular basis double the amount of the paid shares.

Campaign recall in targeted groups was 88 % in 4 months.

Case Study - Vinnie, a Social Media Animal