| Title | MATCH MADE IN HEL |
| Brand | FINNAIR & FINAVIA |
| Product/Service | HELSINKI AIRPORT |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
SEK & GREY Helsinki, FINLAND
|
|
Contributing Company
|
SEK & GREY Helsinki, FINLAND
|
|
Contributing Company 2
|
MIRUM Helsinki, FINLAND
|
|
Media Agency
|
DAGMAR Helsinki, FINLAND
|
|
Production Company
|
PABLO FILMS, FINLAND
|
Credits
| Karla Martinez Majander |
Sek/Grey |
Project Director |
| Jari Ullakko |
Sek/Grey |
Creative Director |
| Suvi Lähde |
Sek/Grey |
Senior Creative |
| Joni Furstenborg |
Sek/Grey |
Art Director |
| Roope Nevander |
Sek/Grey |
Planner |
| Antti Nieminen |
Finnair |
Head Of Brand/Marketing Communications |
| Anssi Partanen |
Finnair |
Marketing Manager |
| Emmi Teräs |
Finnair |
Marketing Manager |
| Markus Haapamäki |
Finavia |
Communications Specialist |
| Anna Tuomi |
Finavia |
Marketing Manager |
| Mari Rouvi |
Finnair |
Communications Manager |
| Jukka Metsäaho |
Pablo Films |
Director/Editor |
| Henri Ollinkari/Jyri Paajamaa |
Pablo Films |
Producer |
| Kim Koponen |
Pablo Films |
Director Of Photography |
| Arto Saari |
|
Photographer |
| Miila Peltonen |
Dagmar |
Client Director |
| Joe Woods |
Dagmar |
Planning Manager |
| Markus Vuorinen |
Dagmar |
Digital Planner |
The Campaign
Few people know where Finland is and even fewer know we have an airport that’s the fastest connection between East and West. This makes Finnair and Helsinki Airport challenger brands in the highly competitive global travel industry. Our challenge was to raise awareness and build interest in Finnair and Helsinki Airport as the fastest connection between East and West.
The concept Match Made in HEL was the solution: we tapped into a grassroots movement with extensive access to pop culture and connected top skateboarders around the world and gave them access to the “unskatable” Helsinki Airport. This created a framework for branded content that was distributed via various online platforms.
In the end the campaign became the most successful in the companies’ history. With inspiring online content we managed to drive meaningful consumer engagement that enabled our brand message to reach millions of people around the world and raise Helsinki Airport’s and Finnair’s awareness and brand value.
The campaign became the most successful in the companies’ history. It reached over 118 countries virally, with paid advertising in only 6 markets. The earned media value of the campaign reached €2,875,896. We generated more than 111,772,500 impressions with embedded content in different media. In the end 75% of all impressions came from earned media. People’s own shares and engagement with our content reached an audience of 46 million. We managed to build our social community by 10% with new followers. During the campaign the share of new visits to the Finnair website increased to 39% of all visits.
Our campaign built positive brand image with content likability twice as high as generally. Of all the online conversation only 0.5% was negative.
Finnair and Helsinki Airport are challenger brands with small marketing budgets and a tight but demanding target group. This sets us a strict framework to work in and demands we always follow our challenger attitude when creating strategies for both content and channels. We need to be smarter than just buying eyeballs and taking part in the shouting match in the expensive international travel industry.
In this campaign this meant a clear shift from traditional storytelling in mass media to creating branded content that would engage our target group in today’s fragmented online environment.
The key content of our campaign was a set of films created around the totally unique skate session held at Helsinki Airport. The films were created and distributed to support each campaign stage and to boost people’s own content generation.