Volvo Cars Sweden became one of the main sponsor of Vasaloppet 2016. This sponsorship aligns well with Volvo's values and the concept "Made by Sweden". The ambition for the first year was a relevant presence and primarily meet the skiers.
The challenges are many. We are at a location where the weather is a big factor of uncertainty, as we are in the Swedish primeval forest but above all. Our biggest challenge is to get the skiers attention. Studies show that they don´t pay much attention at all, of things happening around them while their focus lies in the hurricane and to reach the goal.
Based on insights about the ”Vasalopp-skiers”, Volvo's strategies, we created the basis of Volvos concept "Made by People" –an activation that was a tribute to all skiers. We created a separate ”Volvo Track/Volvospåret” - an architectural element that gave extra energy and it was here we eternalized their effort. All skiers who chose ”Volvospåret” got his or her unique tribute film after finishing. A memory to be proud of. And a film to watch several times to show their loved ones who have been involved throughout the rider preperation.
The result was outstanding. 82% of all skiers chose ”Volvospåret”, over 40,000 unique tribute films were sent out. But most important of all - the association with Volvo became more positive and the Volvo as a preferred brand increased to 69% after the experience with Volvo during Vasaloppet winter 2016.