Bjorn Borg's Break Up-test

Objective

Bjorn Borg, the Swedish intimate apparel and sportswear brand, launched an interactive relationship test to create a provocative, shareable campaign that would drive brand awareness and engagement among its target audience. The campaign leveraged humor and social relevance by offering users a playful tool to assess their relationship status, connecting the brand's positioning with intimate lifestyle choices.

Solution

The Break Up-test was an interactive web-based questionnaire where users answered questions about their relationship to receive results indicating whether they should break up or stay together. The test was accessible via a dedicated microsite (demo.itsshowtime.se/bjornborg/breakup/) and designed as a viral, shareable experience that users could complete and share on social networks.