| Title | PROJECT REDISCOVERY |
| Brand | TALLINK SILJA |
| Product/Service | SILJA LINE CRUISES |
| Category |
B04. Travel, Entertainment, Leisure & Retail (incl. e-commerce and Restaurants) |
|
Entrant Company
|
HASAN & PARTNERS GROUP Helsinki, FINLAND
|
|
Advertising Agency
|
HASAN & PARTNERS GROUP Helsinki, FINLAND
|
|
Advertising Agency 2
|
AINOA RESOLUTION Helsinki, FINLAND
|
|
Media Agency
|
TOINEN PHD, FINLAND
|
|
Production Company
|
PERFECT FOOLS Stockholm, SWEDEN
|
Credits
| Tobias Wacker |
Hasan/Partners Oy |
Creative Director |
| Ilkka Sairanen |
Hasan/Partners Oy |
Creative |
| Henri Haka |
Hasan/Partners Oy |
Creative |
| Luca Rossi |
Hasan/Partners Oy |
Graphic Designer |
| Heidi Krogerus/Jussi Peso |
Hasan/Partners Oy |
Ad Assistant |
| Dean Clatworthy |
Hasan/Partners Oy |
Developer |
| Emily Reed |
Hasan/Partners Oy |
Producer |
| Kim Korte |
Perfect Fools |
Developer |
| Sari Heinilä |
Hasan/Partners Oy |
Account Director |
| Mari Orpana |
Hasan/Partners Oy |
Account Manager |
| Mikko Rosvall |
Hasan/Partners Oy |
Account Manager |
| Mika Onnela |
Hasan/Partners Oy |
Editor |
| Ville Salonen |
|
DOP Lighting Cameraman |
| Italo Moncada/Otto Ikäheimonen |
|
Editor |
| Niklas Rosti |
Ainoa Resolution |
Account Manager |
| Satu Lindfors/Ida Virkki |
Toinen Phd |
Designer |
| Anneli Maatraiva |
Summerhill Management |
|
| Hanna Länsivuori |
Tallink Silja Oy |
Marketing Director |
| Laura Österberg |
Tallink Silja Oy |
Marketing Manager |
| Anna Koskinen |
Tallink Silja Oy |
Marketing Planner |
Creative Execution
The heart of this multi-platform campaign was the Project Rediscovery website where each photographer’s unique journey was presented as an interactive experience. All three adventures were told with photos, videos and maps that allowed users to follow in the photographers’ footsteps.
The photos and videos were published also in social media to encourage people to share their own cruise experiences. The fans send thousands of photographs and each week our star photographers awarded the most inspiring photos.
A documentary about the project was released on Finland’s biggest VOD channel after the premiere on prime time TV.
1. 7,5%, increase in passenger numbers compared to previous year (= 26.341 passengers).
2. Ranked #1 as Baltic cruise company people think first.
3. Brand image clearly better among the respondents who had seen the campaign (77%) than those who didn’t (61%).
4. 65% of respondents answered that the campaign had increased their interest towards cruises. Overall interest was clearly higher among respondents who had seen the campaign (55%) than those who didn’t (42%).
5. 38% of respondents were activated on the basis of the campaign, either to seek more information, visit our website or book a trip.
For decades Scandinavians have been going on cruises to experience the beauty of the Nordic summer. However, along the years they’ve began to think they’ve seen it all – “been there, done that.” The beauty of their home region had become ordinary to them.
The Baltic Sea’s leading cruise operator, Silja Line, wanted to help Scandinavians to rediscover the beauty on their own doorstep by showing the cruise through the new eyes of a first time passenger.
We invited three world-class photographers – from Tokyo, New York and Buenos Aires – to their very first cruise, and to their very first visit to the Nordics. They were given an open brief to share their own experiences and to capture the beauty of the northern summer. Their work resulted in hundreds of stunning photographs that made Scandinavians once again fall in love with the Baltic Sea.