We challenged radio listeners to compete in a ski quiz, offering a chance to win a trip to the world cup race in southern Germany. Listeners were also informed of events at local cinemas, where they could experience the fun of skiing, virtually! Installing ski simulators and info screens we converted the foyers into virtual slopes and thereby brought the spirit of winter sports to those who weren’t able to experience the fun of skiing otherwise. Vattenfall’s world of energy and winter sports became a highlight for movie goers to enjoy before and after their film. On the actual movie screens a commercial explained Vattenfall’s dedication for the FIS. After that, by waving their arms and hands, movie goers were able to supply the necessary energy for the virtual contestants of an interactive game to finish the race and thus experience Vattenfall’s role as an energy supplier for skiing, first-hand.

The campaign reached 3.1 million people. And a follow-up survey showed: for those who experienced both the event and the spot the recognition for the ski sponsorship reached a level of 82%. This proves an awareness increase of nearly 500% within our target audience. Thus we have successfully communicated Vattenfall’s commitment for the international ski federation and the connection between electric energy and skiing.