Make it right To change behavior in a culture where “trash talk” is the norm, you can’t just preach; you have to incentivize. We identified a friction point: every gamer wants a discount, but no gamer likes being told how to talk. By merging the two, weturned the act of saving money into a commitment to sportsmanship. 

Make it magic We replaced standard discount codes with extreme, long-form pledges. To get the deal, users had to copy-paste or type out sentences like: I-PROMISE-NOT-TO-RAGE-AT-MY-TEAMMATES-JUST-BECAUSE-THEY-MISSED-A-GRENADE-GLHF. Launched during the BLAST Premier in partnership with Astralis and gaming influencer @Ministern, the codes became a viral medium in themselves: impossible to ignore and inherently shareable. 

Make it work The campaign bypassed traditional “awareness” by living directly in the checkout flow and on social feeds as a visual meme. By using the “For helvede Palle!” (Dammit Palle!) meme and anchoring the activation in Elgiganten’s webshop and OOH, we reached gamers where they live. It wasn’t just a campaign; it was a functional “contract” that used a digital sales tool to spark a real conversation about toxicity. 

Results: 

• Most successful sales activation in Elgiganten’s gaming history (measured by engagement, traffic, and sales). 

• Massive organic reach through headlines in both Danish and international gaming media. 

• Turned a scientific insight into a functional e-commerce solution, proving that creativity can drive both revenue and social change. 

Awards & publicity