| Title | BOG IN TALLINN AIRPORT |
| Brand | ENTERPRISE ESTONIA |
| Product/Service | 3D FLOOR |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
IDEA AD Tallinn, ESTONIA
|
|
Advertising Agency
|
IDEA AD Tallinn, ESTONIA
|
|
Production Company
|
FROSTFX Tallinn, ESTONIA
|
Credits
| Andres Siem |
IDEA AD |
Creative Director |
| Piret Piirsoo |
IDEA AD |
Project Manager |
| Vladimir Prjadilshikov |
IDEA AD |
Art Director |
| Elen/Greete Jaadla |
IDEA AD |
Copywriter |
| Shardee Rebas |
Enterprise Estonia |
Digital Marketing Cooperator |
| Juhan Arupõld |
Enterprise Estonia |
Estonian Touris Board Sectoral Manager |
| Heiki Luts |
Frost FX |
Creative Director |
| Birgit Demidova |
Frost FX |
Producer |
The Brief
The purpose of the Enterprise Estonia campaign was to inspire people to follow different Visit Estonia social media channels (Facebook, Twitter, Instagram). The aim was to show Estonia as an interesting travel destination. The strategy was to create something that people just can’t miss. Something that is so unique, that people feel the urge to share it with their personal social media channels. For that we created a unique 3D picture of a bog in Tallinn Airport and marked the place with our hashtag - #visitestonia.
Describe how the promotion developed from concept to implementation
The centerpiece of the Visit Estonia campaign was an ambitious 3D floor, which was placed in Tallinn Airport – to gate 5. The 3D floor depicted a bog, which is peculiar landscape consisting more of water and less of land, very characteristic our Estonia, but a unique scenery to foreigners. So to get to the plane and to get off the plane, people had to cross the bog-trail .
Describe the success of the promotion with both client and consumer including some quantifiable results
As a result:
• The number of the average post per day doubled. From 3 posts a day to 6-7 posts per day.
• One month after the launch the number of Instagram followers grew 40%
• People are even more and more starting to use the hashtag #visitestonia
• The choice of photos on the Internet about Estonia is getting more and more varied every day.
Explain why the method of promotion was most relevant to the product or service
The tagline of Visit Estonia is “positively surprising”, which means that the Visit Estonia social media promotion couldn’t be something plain, there had to be something more to it. The strategy was to make the promotion into something unique and of course, something surprising. The 3D floor was the first time that in Estonia such a large-scale 3D solution was made.