| Title | THE X ATTACK |
| Brand | TELIASONERA FINLAND |
| Product/Service | MOBILE OPERATOR |
| Category |
A06. USE OF PRINT OR STANDARD OUTDOOR IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
DDB HELSINKI Helsinki, FINLAND
|
|
Advertising Agency
|
DDB HELSINKI Helsinki, FINLAND
|
|
Media Agency
|
DAGMAR Helsinki, FINLAND
|
|
Production Company
|
KOHU LIVE Helsinki, FINLAND
|
Credits
| Heli Roiha |
DDB Helsinki |
Art Director |
| Annu Terho |
DDB Helsinki |
Copywriter |
| Vesa Tujunen |
DDB Helsinki |
Creative Director |
| Teppo Juuvinmaa |
DDB Helsinki |
Account Director |
| Maija Nikkonen/Hilli |
DDB Helsinki |
Account Manager |
| Toni Tiainen |
DDB Helsinki |
Web Designer |
| Julia Jämsen |
DDB Helsinki |
Digital Production Manager |
| Ville Verkkapuro |
DDB Helsinki |
Community Manager |
| Veera Lindstedt |
DDB Helsinki |
Graphic Designer |
| Antti Häkkinen |
Teliasonera Finland |
Marketing Manager |
The Brief
The youth believed that Finland’s oldest mobile operator Sonera was not only too expensive but also too boring for them to even notice it.
Describe how the promotion developed from concept to implementation
We proved them wrong by inventing a rebellious sub-brand ”X” that secretly took over Sonera’s biggest outdoor billboard in Helsinki. After that X reanimated all the Sonera’s outdoor advertising with –15 % youth discount message.
Describe the success of the promotion with both client and consumer including some quantifiable results
Sonera was now considered active, innovative, visionary, pioneering, confident and rebellious. For the first time Sonera was the number one operator in the target group’s top of mind. The campaign became JCDecaux Finland’s most noticed outdoor campaign of all time.
Explain why the method of promotion was most relevant to the product or service
The bold move to attack against one’s existing advertising grabbed the attention of social networks and local media with a very limited budget.