Experience the Rush of Downhill Skiing with the Finnish National Alpine Team

Mobile operator DNA takes sponsorship to new heights through a DNA VR Alpine Experience with the Finnish Alpine Ski Team.

A pop-up VR experience developed by hasan & partners, invites the public to embrace the ultimate exhilaration and step into the boots of Olympic skiers.

To create the immersive campaign production company Raw & Land travelled to Hintertux glacier in Austria and shot two 360-degree videos, ‘Giant Slalom’ and ‘Ski Cross’.

A 4D platform was constructed by Perfect Fools Stockholm, which synchronises the sound and footage shown through a Samsung Gear VR headset with a vibrating pad, enhanced by an wind fan blasting cold mountain air at the VR skier.

An on-board camera captures the player in action and the footage is edited into a personalised video and available to download from a campaign website within 10 minutes. They are encouraged to share their video on Facebook. Each player is given a customised cardboard VR headset as a keepsake.

The DNA VR Alpine Experience is part of a roadshow that appears next to DNA stores in malls across Finland.

DNA’s mission is to bring together people, technology and things. DNA VR Alpine Experience is designed to build rapport with customers and raise the operator’s profile in the region. 

Anu Shibutani, the marketing director of DNA, comments:  “Only a handful of people have a chance to experience what it feels like to be a professional skier. For us common people watching them in action on TV or from the sides of a slope we cannot get a true sense of the rush and exhilaration that the skiers feel and experience physically.  The DNA VR Alpine Experience is as close as you can get to the thrill of a 100kph downhill rush.”

hasan & partners creative director, Mikael Nemeschansky, adds: “All too often sponsorship is reduced to a logo on a shirt or baseball cap. When DNA became an official partner of the Finnish National Alpine Team it set its goals high - create something new and remarkable that would excite and engage the public. Together we have captured the experience of elite alpine skiing and made it accessible to everyone.”

DNA has sponsored the Finnish Alpine Ski Team since 2014. It has worked with hasan & partners since 2012.