Swisscom has been the main sponsor of the Swiss national ski team for 20 years. This winter will be their last season.

To finish the long-term and successful partnership with a big bang Swisscom is looking for a campaign that will have an impact beyond its sponsorship and demonstrate its long-standing bond with winter sports.

The idea: The official, blue and red slope colours are 100% identical to the brand colours of Swisscom. So let's brand and own them!

The Insight: In 2002, Swisscom joined the Swiss national ski team (SwissSki) as its main sponsor. In the same season, the International Ski Federation (FIS) introduced blue and red slope colours at all World Cup races.

From this true insight, Swisscom creates a fictional legend about the origin of the slope colors with an original slope painter - and brands all FIS World Cup races worldwide live and for free.

We invent and spread a legend about the origin of the slope color. In it, the original piste colorist of the Swiss World Cup races claims that Swisscom was behind the introduction of the piste colors - that's why the colors are Swisscom blue and Swisscom red.

Only now, when Swisscom is going to quit as a sponsor, can he reveal this twenty-year-old secret.

The goal is to have an impact beyond the Swisscom sponsorship and demonstrate its long-standing bond with winter sports.

The legend is spread across the whole country with TV-commercials, online films and active support from the SwissSki athletes via social media and PR.

To support the credibility of our legend, the ski superstars even integrate the hashtag (#pistenfarbe) retroactively into their old SoMe posts in the run-up to the campaign.

At the FIS World Cup races in Switzerland, the legend is already talk of the town, and numerous live promotions on- and offline fuel the myth. The revealing film «The Coup» shows how the legend of the slope colours is being discussed by ski stars over the last 20 years.

At the World Cup races on the Lauberhorn, the chief slope painter (and main actor of our campaign) is accompanied by cameras while coloring the slopes. A total of 97 different films, reels, stories, banners and much more are created for social media and accompanied by PR.

The results exceed all our expectations

97 different films, reels, stories, banners and much more make the story an urban legend.

72% of Swiss ski fans associate the slope colours with Swisscom.

59% of the Swiss associate the slope colours with Swisscom.

51'500'000 million impressions

10'000'000 million views

220'000 comments, likes and shares

+400% positive comments

And although Swisscom has now ended its sponsorship, everyone knows: always follow Swisscom's colors.