Neste: How to activate a sports sponsorship to the max?

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.

Links: https://www.youtube.com/watch?v=I6jQgzKGhbg

More info: samppa.vilkuna@superson.fi