| Title | FINNGENERATOR |
| Brand | FINNISH TOURIST BOARD |
| Product/Service | VISIT FINLAND |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Advertising Agency
|
SEK & GREY Helsinki, FINLAND
|
|
Media Agency
|
VOITTO HELSINKI Helsinki, FINLAND
|
|
Entrant Company
|
VOITTO HELSINKI Helsinki, FINLAND
|
|
Production Company
|
BYROO Helsinki, FINLAND
|
Credits
| Minna Kaitala |
SEK/Grey |
Brand Development Director |
| Ville Granroth |
SEK/Grey |
Art Director |
| Sami Korjus |
SEK/Grey |
Copywriter |
| Sami Lanu |
SEK/Grey |
Strategist |
| Tarja Koskela |
SEK/Grey |
Producer |
| Sari Haavisto |
Media Agency Voitto |
Managing Director |
| Iida Marjosalmi |
Media Agency Voitto |
Planner |
| Jussi Haavisto |
Media Agency Voitto |
Planner |
| Outi Karppanen |
Media Agency Voitto |
Campaign Coordinator |
| Henri Kaukonen |
Media Agency Voitto |
Planner |
| Ville Huumo |
Byroo |
Senior Developer |
| Markus Karikivi |
Byroo |
Project Manager |
Results and Effectiveness
Over 1.3 million foreigners changed their name into in Finngenerator. Visitfinland.com received over 2.4 million unique visitors from 227 different countries (767% growth compared to 2013). Finngenerator names were shared 352292 times in Facebook and 45929 times in Twitter. The gained media was worth over 2.7 million euros.
Visitfinland.com number of visitors has stayed record high after the campaign (+27% growth in visitors during summer compared to 2013). Also there was an increase of 30 502 in overnight travelers in May-June (excluding Russians) compared to 2013. These travelers spent ovet 12 million euros in their travel to Finland.
Creative Execution
The challenge was how to raise people’s awareness with only 77 000 € budget. We compete with countries that have much larger budgets for marketing. We knew we had to do things to do a bit differently. Our main goal was to get people to share their new Finnish names in social media, which was possible due to Finngenerators easy share options.
The message about the Finngenerator started small and quietly on Twitter. And to everyone’s surprise, that’s all it took. A snowball got rolling. We harnessed the WOM with some quick social media, PR and online advertising, which was possible because of seamless cooperation between client and all agencies involved. In Japan we relied on Facebook and Google Display Network as well as supporting SEM, but in China we used low cost but highly effective mobile and PC networks as well as Baidu.
Insights, Strategy and the Idea
Our target group modern humanists have already seen the world’s metropolises. They appreciate quality of life, pure nature and responsibility. That is exactly what Finland offers. But still only 0.4% of travelers end up in Finland. Finland is a challenger brand and must do things a bit differently. Our goal was to increase awareness of Finland and in long term get tourists to come to our humble country.
More people go online on their mobile devices. So maybe you don’t need nimble stars from the 80s to make a viral hit. All you need is something really simple and fast, like your own name. Because people are funny – they are ready to do almost anything just to see their own names. And that’s how the Finngenerator was born. It was very small and it cost very little. It was based on the natural Finnish environment and on Finnish mythology.