Title	ELISA VIIHDE - FINNISH MOVIE MARATHON
Brand	ELISAJ
Product/Service	ON-DEMAND VIDEO SUBSCRIPTION SERVICE
Category	A01. Fiction: series or film
Entrant Company	BOB THE ROBOT Helsinki, FINLAND
Contributing Company	BOB THE ROBOT Helsinki, FINLAND
Media Agency	VIRTA HELSINKI, FINLAND
Production Company	MJOLK Helsinki, FINLAND

Name	Company	Position
Kari Eilola	Bob The Robot Oy	Creative Director
Toni Tiusanen	Bob The Robot Oy	Copywriter
Juha Nikkilä	Bob The Robot Oy	Copywriter
Maija Silamo	Bob The Robot Oy	Account Director
Lasse Kangasmaa	Bob The Robot Oy	Art Director
Mikko Kalso	Bob The Robot Oy	Graphic Designer
Antti Saarela	Bob The Robot Oy	Producer
Rauno Tiukkanen	Mjölk	Director
Marko Antila	Mjölk	Executive Producer

The Campaign

There are two major on-demand video services in Finland: Elisa Viihde and DNA Welho Viihde. Customers see no difference between the two and therefore the marketshares and buying preferences were pretty much even. Our objective was to show people that actually there are differences between the two in advantage of Elisa Viihde. Elisa Viihde has the largers collection of Finnish movies in the whole world. We decided to focus on this specific feature and base our communications around it. Now we just needed to come up with a creative approach. Finnish movies are often melancholic and a bit weird to foreigners but we Finns love them. We are also all too interested to see how others feel about us. We decided to combine these two and an idea of a human experiment was born. Finnish Movie Marathon is a Youtube Reality Show and campaign where three street recruited Americans fly to Finland and try to watch each and every Finnish movie in Elisa Viihde. The whole seven day experiment was composed in to nine Youtube episodes which were released daily as the marathon went on. After the human experiment was over the highlights and results of the Youtube campaign were used in more traditional advertising (TV, Print, Online). By the end of our three week campaign the nine episodes had gathered more than 500 000 views in Youtube and the buying preference of Elisa Viihde had grown more than 50%. The likability (Youtube likes vs. dislikes) of the content was over 94% which is way beyond traditional Youtube and online advertising.

There are approximately 5,5 million people in Finland. During the three week campaign our nine Youtube episodes gathered more than 500 000 views and the buying preference of Elisa Viihde on-demand video service grew more than 50%. The likability (Youtube likes vs. dislikes) of the content was over 94% and we were able to drive more than 200 000 Finns in to Elisa Viihde's online platform.

Outcome of this campaign was a reality serie with nine Youtube episodes. Their average length of 2 minutes. The idea of the campaign was to make truly interesting content via human experiment to communicate Elisa Viihde's large collection of Finnish movies. Highlights and results of the branded content experiment were used in advertising, not the other way around. Likability (Youtube likes vs. dislikes) of the content was over 94% which is way beyond traditional Youtube and online advertising.