Music 2013 Russia is getting ready for hosting sochi winter Olympics. The decade's most important sports event. Supporting the games became the communicative goal of the year for a popular automobile brand. At the same time, only 10% of the target audience were aware that Volkswagen was an Olympic games partner. We had to change that. At the same time, reaching a new, younger audience. Volkswagen has been an Olympic games partner since 1956. They share a long history and made a lot, so we needed a smarter idea to make our campaign really strong. Among other things, we needed an interesting website that people would want to visit. Support for the supporters idea was implemented in digital space. It served as a foundation for the whole campaign. We easily developed it in a series of activations. The core of the campaign was our 2014.volswaggin.ru. It contained several activation stages with fan support as a main headline for each stage. The page was full of games and interactive mechanics. However, the main feature was undoubtedly our People's Reporter Contest. We organized a special amateur sports journalism contest for the fans, with a car and several tickets to Sochi as main prizes. Over 500 people joined the contest, writing articles throughout the year. It's not that easy to write about a sports event. That's why we invited professional sportsmen, bloggers and journalists to help our contest. It turned out great. I can tell you, I watched everything myself with great interest. I'm a great blogger and my readers. As you can see, I'll talk about it now. Biathlon is the key sport for Volswaggin. Luckily, Russian Biathletes always show great results. We explained every detail of Biathlon rules on our website. An exciting game allowed anyone to try being a Biathlete and experience the sport from the inside. At the end of the game, there was a test with results ready to share. And videos with real sportsmen explaining nuances of their sport. All the games on the website were tied to the product. Fans were able to customize their own car design and share it in social networks. Our goal was to develop this idea further in the dealership centers. We had to come up with an efficient motivational program for clients and managers. The concept of a project is dedicated to the project. That's why we put forward a push and pull program titled Three Steps to Sochi. Aimed at motivating buyers and sellers at the same time. The motivational program worked together with the www.2014.volswaggin.ru website. The customers and dealership managers were able to check their progress online on the website. Registrations could be made at the website or directly from the dealership center. Olympic corners were set up for clients to check their status as well as the results of their program. Apart from that, same installations served to inform clients of a connection between Volkswagen brand and Sochi Olympics. Both program and website are unique in targeting not only customers but managers too. I've been to Sochi myself. It turned out great. Lots of people, lots of fun. We were very happy. And we were glad that we could help Volkswagen clients to see this incredible event with their own eyes.