| Title | TALLINK SHUTTLE |
| Brand | TALLINK SILJA |
| Product/Service | TALLINK SHUTTLE |
| Category |
D01. Web Banner |
|
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
|
Credits
| Tobias Wacker |
Hasan/Partners Oy |
Creative Director |
| Anni Paltemaa |
Hasan/Partners Oy |
Creative |
| Alfonso Arbós |
Hasan/Partners Oy |
Creative |
| Ossi Honkanen |
Hasan/Partners Oy |
Creative |
| Jussi Peso |
Hasan/Partners Oy |
Ad Assistant |
| Heidi Krogerus |
Hasan/Partners Oy |
Ad Assistant |
| Marika Rönkkö |
Hasan/Partners Oy |
Producer |
| Sari Heinilä |
Hasan/Partners Oy |
Account Director |
| Mikko Rosvall |
Hasan/Partners Oy |
Account Manager |
| Mari Orpana |
Hasan/Partners Oy |
Account Manager |
| Hanna Länsivuori |
Tallink Silja Oy |
Marketing Director |
| Laura Österberg |
Tallink Silja Oy |
Marketing Manager |
| Ida Virkki |
Toinen Phd |
|
| Satu Lindfors |
Toinen Phd |
|
| Niklas Rosti |
Ainoa Resolution |
Account Manager |
| Asko Roine |
FCL Helsinki |
Digital Producer |
Creative Execution
In print, outdoor advertising and radio we made the comparison to European destinations. But we also needed to underline the fact, that Tallink Shuttle operates six times a day.
We decided to make an interactive banner which gave people a chance to win a “Trip South” every time the Shuttle was departing. 15 minutes before the actual departure, people could check in by having their cursors in our banner. All cursors were shown, and they were given quizzes and tasks to make the wait a bit less boring. At departure time, one of the cursors was selected as the winner.
Thanks to campaign, in July 2015, Tallink Shuttle made an all time record and increased passenger numbers over the previous year by up to 20 %. The campaign measurement proved that the campaign activated 57 % of the respondents, (cf. 25 % y. 2014). The campaign attention value was also almost double compared to the year 2014.
Also, the banner was success. 24 % of all people who saw the banner, engaged with it. The average time a user spent in the banner was 2 minutes and 32 seconds.
Competition between cruise operators intensified in the summer or 2015. Discount war was raging. Helsinki-Tallinn cruise route had been dominated by Tallink, but now their main competitor Viking Line doubled the number of departures for the summer.
Finns usually make the “Trip South” in the summer; usually vacationing in Southern Europe. But, with the state of economy, not all could afford to go. We positioned Tallinn, just two hours away, as a potential destination, comparing it to iconic European destinations.
We compared Rome, Portugal, Rio and Copenhagen to Estonian locations and that way showed how the “exotic south” can be found with just a 2-hour boat ride, 6 times a day.