OBOS

Case overview
Storschlagna bostadsdrömmar was a campaign that transformed a traditional sponsorship into an engaging, content-driven experience connecting housing dreams with Sweden's most beloved entertainment event. We partnered with interior stylist Elsa Billgren, whose passion for both interior design and Melodifestivalen made her the ideal ambassador to bridge OBOS's vision with the magic of Mello. Interactive competitions and a creative on-site presence at the arena extended our reach, created engagement, and strengthened brand awareness.

Challenge
Sponsorships around Melodifestivalen often risk becoming surface-level visibility plays. The challenge was to create a concept that:

  • Clearly connected OBOS to housing and home
  • Felt authentic within the Melodifestivalen universe
  • Engaged audiences beyond the broadcast itself
  • Delivered tangible value and participation rather than passive exposure

Outcome
★ Gold at Gyllene Hjulet 2023 in the category: Årets kultur- & underhållningssponsring

glitter-blow

Solution — Storschlagna bostadsdrömmar
The campaign Storschlagna bostadsdrömmar (a play on the word Schlager) was a content-driven activation centered around creating "Mello magic" at home. We partnered with Elsa Billgren, a well-known interior stylist, entrepreneur and long-time Melodifestivalen enthusiast. Through a series of content pieces, Elsa shared tips on how to style and elevate the Melodifestivalen viewing experience at home, combining interior inspiration with warmth, accessibility and personality.

The campaign also included two competitions:

  • A main prize where the winner got a room in their home styled by Elsa herself
  • A parallel competition where participants could win a unique Melodifestivalen experience, including a hotel stay during the final weekend, tickets to the final and shopping at Mall of Scandinavia

To extend the campaign into the live experience, we created a creative exhibition stand at the arena during the final weekend, bringing the campaign to life on-site and connecting with audiences in person.

Together, the content, competitions and physical presence turned OBOS's sponsorship into a participatory, emotionally driven campaign that linked housing dreams with one of Sweden's most beloved cultural events.

Social: Paid ads

Social: Introducing the collab between OBOS and Elsa Billgren

Deliverables
Art direction
Visual design
Editorial videos
Social media content
Paid ads content
Main sponsor booth design

bts
bts-3
bts-2

Behind the scenes photos of Elsa Billgren. Photo: Mira Wickman

final-helgen-mockup5

Social: Win a room makeover by Elsa Billgren

01_OBOS_Front
04_OBOS_Left-logo

3D renders of OBOS main sponsor booth at the Melodifestivalen final

Created at Passion Lab 
2022

© 2026