| Title | HARRI THE SEAL |
| Brand | TALLINK SILJA |
| Product/Service | CRUISE LINE, TRVAEL |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
HASAN & PARTNERS GROUP Helsinki, FINLAND
|
|
Advertising Agency
|
HASAN & PARTNERS GROUP Helsinki, FINLAND
|
|
Media Agency
|
TOINEN PHD, FINLAND
|
|
Production Company
|
PERFECT FOOLS Stockholm, SWEDEN
|
Credits
| Tobias Wacker |
Hasan/Partners |
Creative Director |
| Ossi Honkanen |
Hasan/Partners |
Creative/Manager Of Innovation |
| Ilkka Sairanen |
Hasan/Partners |
Creative/Copywriter |
| Ella Kivinen |
Hasan/Partners |
Junior Creative/Art Director |
| Emily Reed |
Hasan/Partners |
Senior Digital Producer |
| Sari Heinilä |
Hasan/Partners |
Client Service Director |
| Anssi Arte |
Hasan/Partners |
Graphic Designer |
| Teija Järvinen |
Hasan/Partners |
Account Manager |
| Tony Sajdak |
Perfect Fools |
Technical Director |
| Björn Kummeneje |
Perfect Fools |
Technical Lead |
| Mattias Adolfsson |
Perfect Fools |
Developer/Frontend |
| Michael Lindfors |
Perfect Fools |
Developer/Backend |
| Karl Nord |
Perfect Fools |
Ad/Motion Designer |
| Eric Karlshammar |
Perfect Fools |
Project Manager |
| Kalle Kotila |
Anima Boutique |
Director |
| Misha Lagerstedt |
Anima Boutique |
Producer |
| Hanna Länsivuori |
Tallink Silja Oy |
Marketing Director |
| Anna Koskinen |
Tallink Silja Oy |
Marketing Planner |
| Laura Keski/Orvola |
Tallink Silja Oy |
Copywriter |
| Hannu Nieminen |
Tallink Silja Oy |
Art Director |
The Brief
Silja Line is a loved cruise operator. You can almost say that every Finn has been on a cruises at some point in their life. However, in the past years the brand had become a bit dusty and the love had started to fade. Even worse, after a logo redesign in 2012 the iconic seal, Harri, lost his smile, causing outrage among people and media. When Silja refurbished their vessels in 2014, our mission was to let people rediscover the brand. We started by bringing back Harri’s smile and people loved it.
Describe how the promotion developed from concept to implementation
The aim was to create an installation that would serve as an impressive outdoor, an engaging stunt and a piece of shareable content. Success would be measured by on-site visibility, engagement level, social media visibility and smiles.
Describe the success of the promotion with both client and consumer including some quantifiable results
During the week, over 500 000 persons saw the outdoor promotion (Source: JCDecaux). We had hundreds of live interactions and gave over three hundred prizes to the most enthusiastic visitors. Many came to the tram stop just to meet Harri and people were even lining up to play with him. The seal became an instant hit also on social media. People were talking about him and sharing photos of him. Furthermore, in just three days the teaser film had over 69 000 views on YouTube. In total, Silja brought smiles to thousands of faces, starting with one happy seal.
Explain why the method of promotion was most relevant to the product or service
The logo has been a loved brand asset. Therefore, we decided to use this as leverage.
We decided to breathe some life into the brand by giving Harri the seal back his smile. We published a print with him smiling. This was loved so much, that the client adopted it as their logo. We continued by turning the seal into an animated figure in TVC’s. But we didn’t stop there. We thought it was time for the people to meet Harri.