To create awareness around Scandic’s many deals for various sports clubs and organizations, including fitness studios, a unique lunch and dinner concept and rooms and common areas that are designed with sports teams in mind.
STRATEGY AND EXECUTION
Scandic Hotels is the leading hotel chain in Norway and Sweden. Two of their most important customer groups are sports clubs and sports organizations. Therefore, Scandic wished to be the facilitator of an entertaining event that would strengthen their position as the preferred hotel chain for athletes and other people involved in sports.
Rosenborg Ballklub, based in Trondheim (the third largest city in Norway) is the country’s most successful football club, and is sponsored by Trondheim’s largest hotel; Scandic Lerkendal. Conveniently enough, Scandic Lerkendal lies right next to Rosenborg’s grounds (Lerkendal stadium). By involving Scandic Lerkendal in some way, we would strengthen the ties between the two partners while also reinforcing the associations to Scandic as a «sports hotel chain».
In the end, we decided that the club were to attempt «the world’s highest volley» from the roof of Scandic Lerkendal — 74 metres tall and Norway’s third tallest building.
It took 44 attempts in the biting cold and strong wind, but finally the team managed to volley the ball into the net.
TV 2, Norway’s largest commercial television broadcaster and the second most watched TV channel, was granted national exclusivity on the footage while the Trondheim-based newspaper Adresseavisa (approx. 160.000 readers) was given local exclusivity. The newspaper made an article showing the “behind the scenes” version of the stunt, while TV 2 played the full video on television and on their website shortly before the start of the football season.
The stunt instantly became the talk of the town, of the the country – and of the rest of the world.
Scandic, with its 160.000 followers on Facebook, managed to spread the video organically to a large amount of people. When Scandic uploaded the video, it was shared by Rosenborg, who are followed by 220.000 people on Facebook. This was the start of an effective, organic spread in social media: On its second day, the video had reached 500.000 people. In March 2017, it has 167.000 views on Facebook, and has been seen more than 310.000 times on YouTube.
The video gained massive international attention, and gained coverage in ESPN, The Sun, The Guardian, Mirror, Fox News and on numerous football websites, resulting in more than 120 media reports from all over the world.
FOX was one of many sports news websites who shared the «Epic Volley» video. PHOTO: FOX Sports.
Leading Creative: Paul Little
Consultant: Kim Reksten Grønneberg
Creatives: Eirik Moldal Andersen and Marius Hanstad
Production Company: Spætt Film
Watch the full video here: