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Snow graffiti with Milka
The Ski World Cup was held in the ski area above the town of Bansko from February 27 to March 1, 2015. The event attracted the interest of thousands of spectators, and fans of white sports gathered at Banderishka Polyana to watch the starts in the Super-G and Ski Combination disciplines.
As an official sponsor of the Alpine Ski World Cup events, Milka has aroused the curiosity of tourists to the brand by placing teaser prints by a eco-technology at key locations along the road from Bansko to Banderishka Polyana, below the line of the cabin lift, along the ski road to Bansko, as well as in the ski area itself.
The so-called snow prints (snow graffiti) in the form of Milka's characteristic purple spots were spread over the three racing days to remind of the "tasty" brand. The real challenge for the BIOboard team was to find the most suitable locations, which proved to be the most difficult to reach in real winter weather.
The campaign gained enormous interest, recognition and many smiles on people's faces.
About the campaign: Snow prints (snow graffiti) in the form of Milka's purple spots of about 2 sq.m. were deployed over the three racing days individually or in groups to remind of the "delicious" brand.
Task: One of the main tasks was to arouse tourists' curiosity for the brand through a non-standard method of outdoor communication on the way to the ski area, in and around the event area.
The idea: The use of an innovative channel for outdoor communication in the winter season, namely the placement of teaser prints with eco-technology at key locations on the road from Bansko to Banderishka Polyana, below the cabin lift, along the ski road to Bansko, as well as in the ski area itself.
Challenges: The real challenge for the BIOboard team was the discovery of the most "visible" locations, which proved to be the most difficult to reach, as the snow conditions in Pirin offered serious snow cover of over 1.5m. real winter weather.