|D04. Spatial Brand Installation & Experience
HEIMAT Berlin, GERMANY
HEIMAT Berlin, GERMANY
UNIT9 London, UNITED KINGDOM
WHO'S MCQUEEN PICTURE Zürich, SWITZERLAND
TORBEN, LUCIE UND DIE GELBE GEFAHR Berlin, GERMANY
|Chief Creative Officer
For the World Ski Championships 2017 in St. Moritz, SWISSCOM connected fans and athletes in a way like never before: digital fan messages were transformed into a giant snow drawing to motivate the skiers. The snow drawing had the size of 16 football pitches and was visible to the athletes on site. Through this new way of cheering, Swiss athletes felt the support of the whole country.
Through tweets and on the campaign website fans could submit motivational messages for the athletes. The fan massages were transformed into a digital artwork by specialized artists. A uniquely developed font made it possible to draw the messages in one continuous line. Finally, web-controlled snow robots plowed the artwork into a vast canvas of untouched snow, creating a giant love letter from the fans. It took several days to complete the drawing which covered 20 km of messages and was equivalent to 16 football pitches in size. Due to this enormous size, the image could be seen by the skiers before their downhill races and made them feel the support of the whole country.
Indication of how successful the outcome was in the market
> Every 3rd Swiss saw the snow drawing.
> In total over 31 mio. contacts were reached throughout the whole campaign
> The campaign film generated over 13 mio. media impressions
> The campaign film has been viewed over 2.8 mio. times
> It achieved a high increase of brand awareness (5.2%) and ad recall (17.9%) for the target group making these results belong to the top 25% results within comparable campaigns.
> The international press reported and the interest went far beyond the skiing scene.
> The swiss skiers won 3 x gold, 2 x silver, 2 x bronze
Switzerland is a nation crazy about skiing. Their ski team is part of their national heritage and their big pride. So when the ski world cup came to Switzerland in 2017, we had to create something special. Something memorable. Something that united the whole nation to support their athletes. Therefore we have been looking for a solution which not only appeals to ski fans, but also reaches all other Swiss people. So we invented a completely new way of cheering, where everyone across the country can participate - no matter whether you are on site or not.