Norwegian athlete Aksel Lund Svindal is the world’s fastest downhill skier, and Norway’s most beloved athlete. His main sponsor for years - telecom operator Telenor, wanted to promote the fact that they provide the fastest mobile network. In addition, they wanted to utilize their sponsorship of the alpine ski team, and our national sport to strengthen their reputation.

The moment when Aksel melted his first gold medal was teased online before the full story was revealed during the downhill season finals. On our website and in social media the audience could explore every part of the story. A Press release including exclusive behind the scenes footage from the melting was sent to key publications.

The medal was divided into 120 million particles, and each golden Telenor logo on the SIM cards contains 20-40 particles that are visible with a magnifying glass.

The new SIM cards are free of charge and each one also comes with a signed letter from Telenor, promising to always provide the fastest mobile network.

Every Norwegian can propose and nominate causes that should get support from the Aksel fund.