Title	SCREAMING MEN'S CHOIR IN STOCKHOLM
Brand	FINLAND-SWEDEN ATHLETICS INTERNATIONAL
Product/Service	ATHLETICS INTERNATIONAL COMPETITION IN HELSINKI, FINLAND
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	PASSION AGENCY CASSIUS Helsinki, FINLAND
Advertising Agency	PASSION AGENCY CASSIUS Helsinki, FINLAND
Advertising Agency 2	LATAAMO VIDEO Helsinki, FINLAND

Name	Company	Position
Erkko Mannila	Passion Agency Cassius	Creative Director
Antti Tuominen	Passion Agency Cassius	Copywriter
Axa Fahler	Passion Agency Cassius	Copywriter
Hermanni Kanerva	Passion Agency Cassius	Art Director
Maija Nikkonen/Hilli	Passion Agency Cassius	Project Director
Timo Simonen	Passion Agency Cassius	Account Director
Heikki Laakso	Passion Agency Cassius	Account Director
Taneli Okkonen	Passion Agency Cassius	Ad Assistant
Ville Strengell	Lataamo Video Oy	Producer/Director
Toni Pasanen	Lataamo Video Oy	Director Of Photography
Jerry Strengell	Lataamo Video Oy	Camera Operator
Aleksi Humalainen	Lataamo Video Oy	Camera Operator
Micke Nyström	Boomout Oy	Sound Edit/Master
Jani Hietanen	Lataamo Video Oy	Boom Operator
Heta Holopainen	Lataamo Video Oy	Project Coordinator
Minna Kiljunen	Lataamo Video Oy	Production Assistant

The Brief

Our client had reduced it's budget and decided to give up on television commercials. Our brief was to find an alternative way to create hype and interest for the upcoming event. We decided to do a promotional stunt that would gain attention and interest towards the event. The promotion was used to launch the upcoming marketing campaign (including print, radio and outdoor ads).

Describe how the promotion developed from concept to implementation

7th June a choir of 26 men travelled to Stockholm. The choir is called "Screaming men's choir". They are known in both countries about their aggressive yet comedic performances, where they make shouted versions of famous songs. The choir delivered a message- challenge to Swedes. They did it by "singing" old Finnish war march. The message was shouted out loud in different parts of Stockholm: 1) in front of the Royal Palace 2) in front of the prime minister's office 3) under the Swedish Athletic Association head coach's balcony 4) Sergel's torg - busiest and known gathering place in Stockholm

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

Our goal was to raise awareness for the upcoming event and launch marketing campaign without paid media. All the goals were achieved greatly. The Press got interested in the promotion quickly and followed the choirs movements in Stockholm during the day. News spread fast and was covered on every main Finnish news sites - where it was shared on social media by the public. The National television wanted to cover the promotion on their main sports news broadcast, getting us one minute of footage from the promotion on prime time and more than half a million viewers with it. Nice!

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

Finland and Sweden are known rivalries. Whether it's sports, culture or advertising awards, the comparison is always inevitable. Sometimes more important than winning, is the loss of other. Because the sense of nationality is so strong between the two countries, we wanted to do something for - not only the brand - but the whole nation. This way we were able to change the basic communication FROM brand to customer TO nation to nation. Yet it still worked perfectly for the brand that's based on the idea of two nations competing against each other.