Title	DNA´S 100 MINUTE CHALLENGE
Brand	DNA
Product/Service	TELECOMMUNICATIONS
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	HASAN & PARTNERS GROUP Helsinki, FINLAND
Advertising Agency	HASAN & PARTNERS GROUP Helsinki, FINLAND
Media Agency	TOINEN PHD, FINLAND
Production Company	SOURCE CREATIVE OY Helsinki, FINLAND

Name	Company	Position
Mikael Nemeschansky	Hasan/Partners Oy	Creative Director
Riku Eteläkoski	Hasan/Partners Oy	Creative
Jussi Pekkala	Hasan/Partners Oy	Creative
Panu Nordlund	Hasan/Partners Oy	Account Director
Nina Kaskinen	Hasan/Partners Oy	Account Manager
Sivi Uitto	Hasan/Partners Oy	Agency Producer
Juuso Tilaéus	Juju Kiteboarding Oy	Kiteboarder
Riikka Järvinen	DNA	Head Of Online Marketing

The Brief

The aim was to challenge a professional from another field to push himself to the limit. In FInland we have a long tradition in speed and sports. We decided that an athlete would be perfect for the job, but we wanted to have something that is not so traditional and that is entertaining. Quite quickly we found Juuso Tiláeus. It took us 4 months to prepare the journey finding the right partners (medical team, nautical team and additional crew). We worked very closely with the client and a PR team to ensure the maximum effect of the stunt.

Describe how the promotion developed from concept to implementation

People don't really care about technology or networks. They care about experiences, entertainment and stories. So we knew that we couldn't go out and tell people how technologically advanced DNA is. We also knew that we should appreciate people and let them be part of a intriguing narrative and figure out themselves why DNA is doing all this. After all the technology that DNA provides helps people connect with stories and entertainment similar to our 100 minutes challenge.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign was a huge success. The publicity surprised the team and the client. We got lot of media coverage during the preparation of the stunt, but on the day of the actual stunt, we got media publicity worth of 482 678 euros in just one day! DNA's 100 minutes challenge and Juuso's world record was the talk of the day.

Explain why the method of promotion was most relevant to the product or service

The competition in telecom is fierce. All the operators are building their network to be fast and comprehensive. It is a competition against time and money. Every day is a challenge. People don't realize how much effort operators put to provide a sustainable service. Our challenge was to communicate both externally and internally about the commitment and dedication DNA has in providing the best service and challenging itself everyday. Instead of communicating about just DNA, we decided to let the action speak for itself and challenging somebody else and creating an appealing narrative about it.