Title	FINLAND VS SWEDEN / TWITTER DUEL
Brand	FINLAND-SWEDEN ATHLETICS INTERNATIONAL
Product/Service	ATHLETICS INTERNATIONAL COMPETITION IN HELSINKI
Category	F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY
Entrant Company	PASSION AGENCY CASSIUS Helsinki, FINLAND
Advertising Agency	PASSION AGENCY CASSIUS Helsinki, FINLAND
Advertising Agency 2	BARABRA Helsinki, FINLAND

Name	Company	Position
Erkko Mannila	Passion Agency Cassius	Creative Director
Antti Tuominen	Passion Agency Cassius	Copywriter
Axa Fahler	Passion Agency Cassius	Copywriter
Hermanni Kanerva	Passion Agency Cassius	Art Director
Tuomas Arosilta	Barabra	Coo
Janne Aalto	Barabra	Developer
Joonas Haaparanta	Barabra	Developer
Maija Nikkonen/Hilli	Passion Agency Cassius	Project Director
Timo Simonen	Passion Agency Cassius	Account Director
Heikki Laakso	Passion Agency Cassius	Account Director
Taneli Okkonen	Passion Agency Cassius	Ad Assistant

Creative Execution

Due to the competitive nature between the two nations and it's people, we wanted everyone to be able to experience the feeling of rivalry. We challenged people to take part in the world's first twitter duel between two nations. The rules were simple: Want Finland to win - use hashtag #hyväsuomi (#gofinns) Want Sweden to win - use hashtag #hejasverige (#goswedes) Follow the results live on the campaign site. The nation that had more tweets at the end of the athletics event, would win.

Twitter duel was a success in both social and traditional media. Press in both countries covered it. Finnish Television noticed the duel in it's news and followed it live during the broadcast of the event. We sent an official invitation (physical letter) to twelve twitter celebrities in both nations and asked them to be part of the national twitter team. More than half of them tweeted about it and encouraged their followers do the same. In a weeks time the official hashtags was used in over 15 000 tweets and were constantly listed among the most popular hashtags nationally.

Finland and Sweden are known rivalries. Whether it's sports, culture or advertising awards, the comparison is inevitable. Sometimes more important than winning, is the loss of other. Good example of the rivalry is the annual Athletics International competition held between the nations, which has been going on since 1925. The competition has managed to stay fairly popular, but its long tradition is also its biggest weakness. The event is seen outdated and uninteresting. Our challenge was to create a social media campaign that would gain attention and interest among new audiences. The event had next to nothing presence in social media, so we had to use existing platforms to create buzz from scratch. We chose Twitter as our main platform due it's fast and reactive nature that supported the live-event.