Vattenfall Print KING OF THE SLOPE by Lowe Brindfors Stockholm

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KING OF THE SLOPE

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Industry Energy & Water Utilities, Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Sweden
Agency Lowe Brindfors Stockholm
Copywriter Mårten Forslund
Account Supervisor Peter Preisler
Typographer Ola Lanteli
Released December 2011

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: VATTENFALL
Product/Service: ENERGY AND ENERGY CONSUMPTION AWARENESS CAMPAIGN
Agency: LOWE BRINDFORS
Art Director/Creative Director: Tim Scheibel (Lowe Brindfors)
Copywriter: 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 2011
Media placement: Digital Scoreboard - Ski Resorts, Airports - 28th Dec 2011
Media placement: Leflets And Brochures - Skiresorts, Trains - 28th Dec 2011

Describe the objective of the promotion.
Our challenge was to turn a sponsorship programme between an energy company and the Swedish and International Skiing Federation into something that was really useful to ordinary skiers.

The objective was to connect with these skiers and make as many of them as possible both download the application but more importantly use it in order to track, challenge and compete to become King of The Slope.

Describe how the promotion developed from concept to implementation.
The core item was a smartphone application called King of the Slope. We designed a campaign to drive awareness and interest and to provoke skiers to challenge or to take on the challenge to become the King of The Slope.

We used TVC and print to drive awareness and downloads, tactical initiatives to drive the competitive element (e.g. stickers in taxi cars at ski resorts). We partnered with famous skiers and used their blogs as platforms and we used on site activities, like the digital score board, to celebrate the ones who became the King of the Slope.

Explain why the method of promotion was most relevant to the product or service.
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 runs, challenge your friends and compete for daily King of the Slope titles on ski resorts worldwide.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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!).