Task: To re-activate a 20-year-old sponsorship deal.
Challenge: How to get new audiences to Rally Finland, a WRC event that takes place in the forest far away from the cities?
Solution: Neste Rally / Helsinki Battle; an event in downtown Helsinki that brought rallying to where the audience was and played by their rules.
Results: 32.000.000 contacts (net) worldwide. Rewarded as the best consumer event in Finland in 2014.
More info: firstname.lastname@example.org