BACKGROUND

In summer 2020 skateboarding was supposed to be in the Olympics for the first time, but despite of a strong boardsports culture, Finland faced a problem. It didn’t have a national team.

Together with the Finnish Olympic Committee and Skateboarding Association we established the potential national team and faced another small problem: most of our athletes were not into competitive skateboarding and traditional companies were suspicious of sponsoring skateboarders.

IDEA

We created Chasing the Spot, a content marketing platform that brought skateboarding and the sponsors together. This way we got the national team introducing skateboarding as a lifestyle to the big audience.

EXECUTION

The campaign included several touchpoints: media interviews and press conferences, social media content on our own, the athletes’ and the sponsors’ channels, a 10-episode TV documentary and the team’s own Olympic anthem made by famous Finnish artists. The Chasing the Spot documentary also featured in the Finnish version of Gogglebox (Sohvaperunat).

WATCH THE TV DOCUMENTARY FROM YOUTUBE

RESULTS