Title	BRAND PRESENCE MAKING A BETTER MUSIC VIDEO
Brand	ELISA SAUNALAHTI
Product/Service	ELISA SAUNALAHTI SUBSCRIPTIONS
Category	A03. Brand or Product Integration into an existing programme or platform
Entrant Company	BOB THE ROBOT Helsinki, FINLAND
Contributing Company	BOB THE ROBOT Helsinki, FINLAND

Name	Company	Position
Toni Tiusanen	Bob The Robot Oy	Creative
Mikko Kalso	Bob The Robot Oy	Art Director
Mika Tervonen	Bob The Robot Pictures	Director
Lauri Aalto	Bob the Robot Pictures	Executive Producer
Maucca Markkanen	Bob The Robot Pictures	Assistant Director
Joonas Wörlin	Bob The Robot Oy	Production Manager
Tomi Wirtanen	Elisa	Marketing Director

The Campaign

Saunalahti Missionaries is a story of two Finnish guys traveling around America preaching about their calling: world's cheap subscription prices of Elisa Saunalahti. It's also very, very popular advertising concept for Elisa, the largest telecom in Finland. Even though the Saunalahti Missionaries were very successful in traditional advertising we realized that we couldn't engage with the millennials via traditional advertising. Millennials are very important target group of Elisa Saunalahti mobile subscriptions. We sat down with JVG, the most popular rap duo in Finland whose fan base is exactly the target group we were hoping to engage with. JVG was about to release their new single "Takajeejee" which is a song about idolizing mullet hair styles. We decided to place our missionaries into their next music video in a never-before-seen way. JVG's "Takajeejee" music video was released and in first month it gathered over 600 000 organic views on Youtube and counting.

There are approximately 5,5 million people including million millennials (our target group) in Finland. During the first month JVG's "Takajeejee" music video featuring Saunalahti Missionaries got more than 600 000 organic views (85% from millennials) on Youtube with no media budget what's so ever. Likability of the music video has been more than 90% which indicates that the collaboration of JVG and Elisa Saunalahti has been exceptionally successful. Average time spent with the video is 2 minutes and 47 seconds. Total budget of the campaign was 30 000€ (music video + JVG collaboration).

Outcome of this project was music video featuring Finland's most popular rap duo JVG and Saunalahti Missionaries, two main characters from the advertising concept of Finland's largest telecom. Video gathered more than 600 000 organic views on Youtube during the first month and no bought media were used during this campaign. Even though the music video included more than 30 seconds of content from Elisa Saunalahti it fit the theme of music video so seamlessly that no rejection from the audience occurred. Likability of the video were more than 90% (Youtube likes vs. dislikes) and average time spent with the video 2 minutes and 47 seconds.