| Title | TRACK TO THE FUTURE |
| Brand | HELSINKI REGION TRANSPORT - HSL |
| Product/Service | PUBLIC TRANSPORT |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
358 Helsinki, FINLAND
|
|
Contributing Company
|
358 Helsinki, FINLAND
|
|
Media Agency
|
DAGMAR Helsinki, FINLAND
|
|
Production Company
|
DIRECTORS GUILD Helsinki, FINLAND
|
Credits
| Ale Lauraéus |
358 |
Art Director |
| Antti Tähtinen |
358 |
Copywriter |
| Elias Koskimies |
Directors Guild |
Director |
| Ville Varesvuo |
Directors Guild |
Executive Producer |
| Juha-Matti Nieminen |
Directors Guild |
Producer |
| Mari Flink |
HSL |
Marketing Director |
| Sami Jokivirta |
HSL |
Marketing Manager |
| Mari Romanoff |
358 |
Agency Producer |
| Veera Kivimäki |
358 |
Account Director |
| HP Savolainen |
358 |
Graphic Designer |
| Lauri Eriksson |
|
Photographer |
| Sari Ljokkoi |
Dagmar |
Account Manager |
| Sakari Forslund |
Dagmar |
Planner |
The Campaign
Major public transportation projects are being completed in the coming years around the Helsinki area. Helsinki Region Transport Authority (HSL) had acknowledged that people were unaware of these changes that would effect their everyday lives. HSL wanted to raise awareness about the upcoming changes and the key role HSL plays in the future of transport in the area. HSL wanted to inspire the conversation and provide a platform for it.
The solution was ‘Track to the Future’, a talk show on wheels. Experts and famous faces were invited to discuss the world of tomorrow – in front of live passengers. Each episode took place in a different public transport vehicle.
The conversations were fueled by Finland’s best-known talk show host – Tuomas Enbuske – also and outspoken car owner. After PR work and teasers in paid media, the full episodes aired weekly on YouTube, making Track to the Future Finland’s first online talk show.
During the five weeks the show was aired, it was always in the top 3 of the most watched video on demand TV shows. The highlights, freely available to the press, spurred several hits in earned media. Even Finland’s Minister of Labour Anni Sinnemäki tweeted about the campaign as well as many of the celebrities featured in the talk show. The talk show episodes and video content on YouTube gained 423 307 views, which is quite a lot in comparison to the Helsinki population of 600 000.
”Track to the Future” is a video on demand TV talk show developed for HSL - Helsinki Region Transport Authority - to raise awareness about upcoming changes in public transportation and the future of transportation in general. The talk show and it’s original concept was created for HSL.