HELSINKI BATTLE: HOW TO ACTIVATE A SPORTS SPONSORSHIP TO THE MAX?
Neste had sponsored WRC races for 20 years. However, the popularity of the sport had declined over the years, especially amongst young urbanites: WRC races were perceived as a redneck sport.
After all, few urbanites would bother to travel hours to see the races. So how to make the sponsorship relevant and racing exciting again?
See you in Helsinki
We brought the race from the woods to central Helsinki. We created a special event where iconic driver legends raced the current WRC teams.
Superson created the concept, brokered the sponsorship deals and executed the 20 000 people event, including PR, advertising, digital solutions and social media.
Evento Awards: Finland’s Best Consumer Event
32 000 000
Earned media value