Category: Best Use of Screens
Advertiser: VATTENFALL
Product/Service: ENERGY AND ENERGY CONSUMPTION AWARENESS CAMPAIGN
Agency: LOWE BRINDFORS
Media Agency: IUM, Stockholm, SWEDEN
Art Director/Creaative Director: Tim Scheibel (Lowe Brindfors)
Copy: Mårten Forslund (Lowe Brindfors)
Digital Producer: Helena Wård (Lowe Brindfors)
Technical Producer: Tobias Löfgren (Lowe Brindfors)
Account Supervisor: Peter Preisler (Lowe Brindfors)
Web Designer: Ellinor Bjarnolf (Lowe Brindfors)
Production Application: Upper First (Upper First)
Account Supervisor Event: Daniel Petersson (Lowe Brindfors)
Account Manager: Caroline Cederroth (Lowe Brindfors)
Account Manager Event: Sara Bergström (Lowe Brindfors)
Typographer: Ola Lanteli (Lowe Brindfors)
Media placement: SmartPhone Application - AppStore And Android Markets - 15th Nov 2011
Media placement: Campaign Site - Brand Site - 15ht Nov 2011
Media placement: TVC - TV4, EuroSport - 1st Dec 2011
Media placement: Print - Svenska Dagbladet, Aftonbladet Sport - 1st Of Dec 2011
Media placement: Digital Banners - Aftonbladet.se, Freerider - 1st Of Dec 2011
Media placement: Widgets - Ski Blogs, Ski Resport Websites - 15th Dec 2011
Media placement: Contectual Ads - Grocery Stores, Taxi Cars, Skilifts, Trains, - 8th Dec 2011
Media placement: Outdoor - Planes - 8th Dec
Media placement: Digital Scoreboard - Ski Resorts, Airports - 28th Dec
Media placement: Leflets And Brochures - Skiresorts, Trains - 28th Dec
Insights, Strategy & the Idea
Our challenge was to turn a sponsorship program between an energy company and the Swedish and International Skiing Federation into something that was really useful to ordinary skiers.
If we succeed, Vattenfall would be able to not only communicate the sponsorship, but also use it in a way to engage consumers that were interested in Skiing (and in Sweden, most people are).
Our starting point was built on a genuine insight that skiers gladly brag about who skied the most, fastest or 'baddest'. These feuds were previously settled during loud discussions and the outcome often coloured by subjectivity.
To resolve this we developed a mobile application that made it possible to track your ski runs, challenge your friends and compete for daily King of the Slope titles at ski resorts worldwide.
Creative Execution
The core of the creative solution was a smartphone application called King of the Slope (Android and I-phone compatible). To launch this, we designed a campaign to drive awareness and interest but that also included ingenious solutions to provoke skiers to challenge or to take on the challenge to become the King of The Slope.
We used mainstream media (eg TVC and print) to drive awareness and downloads, tactical initiatives was lunched to drive the competitive element (eg stickers in taxi cars or posters at grocery stores at Ski resorts that was designed to make skiers start challenges with each other). We partnered with famous ski athletes and used their blogs as a platform to communicate standings at ski resorts and provide the opportunity to challenge the professional skiers. Finally, we used on site activities, like the digital score board, to celebrate the one who became the King of the Slope.
Results and Effectiveness
The application quickly became the most popular downloaded application in its category. During the ski season 2011–2012, more than 100,000 skiers have downloaded the app. Tens of thousands of challenges between friends have been created and only calculated from the skiers who shared their data on Facebook; over 200m vertical drop metres have been accumulated. (That's the same distance as from the earth to the moon and back, 256 times!)