The core values of the brand Laško – integrity, vitality, and heritage – are the very ones that also propel top athletes to their sporting excellence. With the activation of the sponsorship of the Olympic Committee of Slovenia, the brand Laško Zlatorog launched a 6-month communication campaign, which is an exemplary case of an innovative, surprising, and highly resonant campaign.
In this campaign, instead of the conventional use of mass media, we embarked on a courageous journey of more than 13.000 kilometres, with the help of Olympic legends and a famous vlogger, to send a piece of the Triglav Glacier from Slovenia to the Olympic Games in Beijing. Our goal was to generate public interest around the shrinking Triglav Glacier and by showing its connectedness to the Slovene Olympic Movement, activate sports fans nationwide and raise awareness about the effects of global warming.
This activation connected many Olympic venues, involved Olympic winners, created a multitude of engaging content, and mobilized thousands of people to take Olympic steps themselves to preserve our natural environment. The campaign also left a green legacy – there were more than 16.000 newly planted trees, and the project generated 2,63 times the total value of the investment (ROI = 2.63) in the six months it lasted. This sponsorship activation also left a lasting trace in the form of special bottles filled with melted glacial ice, put on display in three different museums worldwide.
