| Title | YOU ARE A POEM |
| Brand | SUOMISANAKIRJA.FI (FINNISHDICTIONARY.FI) |
| Product/Service | ONLINE DICTIONARY SERVICE |
| Category |
B06. PUBLICATIONS & MEDIA |
|
Entrant Company
|
McCANN Helsinki, FINLAND
|
|
Advertising Agency
|
McCANN Helsinki, FINLAND
|
Credits
| Timo Silvennoinen |
Mccann Nordic Helsinki |
Creative Director |
| Jyrki Poutanen |
Mccann Nordic Helsinki |
Creative Director |
| Jyrki Poutanen |
Mccann Nordic Helsinki |
Ad |
| Timo Silvennoinen |
Mccann Nordic Helsinki |
Copywriter |
| Tuomas Perälä |
Mccann Nordic Helsinki |
Copywriter |
| Jutta Sutinen |
Mccann Nordic Helsinki |
Graphic Designer |
| Janne Uotila |
Mccann Nordic Helsinki |
Graphic Designer |
| Heikki Lehto |
Mccann Nordic Helsinki |
Digital Strategist |
| Mary Lomakina |
Mccann Nordic Helsinki |
Digital Creative |
| Karolina Hurmerinta |
Mccann Nordic Helsinki |
Digital Creative |
| Yrjö Haavisto |
Mccann Nordic Helsinki |
Agency Producer |
The Brief
Studies show that us Finns are using less than 5% of our rich and unique vocabulary.
Sadly a significant part of that is either english abbreviations or loan words.
In hopes to save our beautiful language from the English take-over, a national online dictionary called suomisanakirja.fi stepped in with a social media campaign. A name-based poem generator was launched to reactivate those long forgotten native words.
Describe how the promotion developed from concept to implementation
A bank of poem templates was created. Then a code completed the poems by adding words from the online dictionary that would rhyme with the users names.
This automatic poem generator called ”You’re A Poem” was released on a National Poem Day.
Over the weekend it generated over one million unique and obscurely funny name-poems that were widely shared and picked up by the national media.
But this was not the end. To support the upcoming Pride weekend, we made a rainbow version of our generator and called it “You’re A Homo”. With the perfect timing it became an instant hit.
Describe the success of the promotion with both client and consumer including some quantifiable results
“Your're A Poem” made the domestic online dictionary suomisanakirja.fi a hot topic for weeks and proved the beauty and richness of the Finnish language.
Over the release weekend:
1 236 517 poems
269 352 unique visitors
Explain why the method of promotion was most relevant to the product or service
Being an online dictionary, an interactive campaign site was a natural habitat for internet users using Finnish language in both professional and personal communications.