| Title | MEET THE LOCALS |
| Brand | LAPLAND THE NORTH OF FINLAND |
| Product/Service | FINNISH LAPLAND AS TRAVEL DESTINATION |
| Category |
B04. TRAVEL, ENTERTAINMENT, LEISURE & RETAIL, INCLUDING E-COMMERCE AND RESTAURANTS |
|
Entrant Company
|
SEK & GREY Helsinki, FINLAND
|
|
Advertising Agency
|
SEK & GREY Helsinki, FINLAND
|
|
Media Agency
|
MEDIATOIMISTO VOITTO Helsinki, FINLAND
|
Credits
| Suvi Lähde |
Sek/Grey |
Copywriter |
| Sami Kelahaara |
Sek/Grey |
Art Director |
| Laura Mertano |
Sek/Grey |
Key Account Director |
| Sami Lanu |
SEK/GREY |
Stategist |
| Anni Toivakainen |
SEK/GREY |
Producer |
| Aleksanteri Baidin |
Mediatoimisto Voitto |
Senior Digital Planner |
| Nita Pilkama |
Mediatoimisto Voitto |
Account Director |
| Karoliina Hartikainen |
SEK Public |
Pr Manager |
| Hanna/Mari Talvensaari |
Lapland Lapland The North Of Finland Project/Regional Council Of Lapland |
Marketing Director |
| Pauliina Silven/Alamartimo |
Lapland Lapland The North Of Finland Project/Regional Council Of Lapland |
Marketing Coordinator |
| Markus Karikivi |
Byroo |
Digital Production/Project Coordinator |
| Jaakko Slotte |
Freelance |
Dop Lighting Cameraman |
Creative Execution
The campaign was built around genuine personal experiences of Lapland. Our film content put the warmhearted locals and their lives in the spotlight. This created content for our campaign site and drove interaction and meaningful consumer engagement – anybody could apply for the swap on the site and relate to the swappers’ experience.
This was supported by quality content in social media channels that built the story for the target group and created brand pull throughout the campaign.
Supporting online display, print and outdoor executions and carefully planned PR actions led the target group to our online content.
We reached 84,223,261 people at a contact price of 0.01 cents.
Our Facebook group’s engagement rate reached over 83%.
We were able to generate 18% more visits to our website than before.
The number of people in our target group considering buying a trip to Finnish Lapland grew by 40%.
Finnish Lapland became the leader in social media with 72% share-of-voice compared to Norway and Sweden.
The campaign’s PR value raised media visibility by 2,279,090 euros.
Despite the historically tough economic environment, the number of travellers to Finnish Lapland increased by over 8% by the end of the year.
Lapland – The North of Finland is No ordinary travel destination for No ordinary people. Its magical natural phenomena have been luring people for decades. But now travellers living through a global recession are changing old luxury for modern exclusivity – they’re looking for unique experiences.
In winter 2013–2014 Finnish Lapland wanted to awaken awareness and interest among our target group of Modern Humanists that’s critical for traditional advertising and actively uses digital channels. But what would be interesting enough to fulfil the promise of unique experiences?
To stand out we created a campaign that would drive meaningful consumer engagement and give a chance to interact with the brand. This meant shifting from traditional advertising storytelling to storybuilding together with the travellers. The campaign “Meet The Locals” was born: we offered people a chance to swap lives with a local from Lapland for a week and built content around this.