METSA¨ WOOD PLAN B - REACHING A DIVERSE GLOBAL EXPERT AUDIENCE WITH NO PAID MEDI
| Title | METSA¨ WOOD PLAN B - REACHING A DIVERSE GLOBAL EXPERT AUDIENCE WITH NO PAID MEDI |
| Brand | METSÄ WOOD |
| Product/Service | METSÄ WOOD PLAN B |
| Category |
A03. Storytelling |
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Entrant Company
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HASAN & PARTNERS GROUP Helsinki, FINLAND
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Advertising Agency
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HASAN & PARTNERS GROUP Helsinki, FINLAND
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Production Company
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PERFECT FOOLS Stockholm, SWEDEN
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Production Company 2
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MICHAEL GREEN ACRHITECTURE Vancouver, CANADA
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Credits
| Joseph Bayne |
Hasan/Partners Oy |
Design Director |
| Timo Huopalainen |
Hasan/Partners Oy |
Art Director |
| Mick Scheinin/Mark Maher |
Hasan/Partners Oy |
Copywriter |
| Reino Tikkanen |
Hasan/Partners Oy |
Account Director |
| Mikko Oksanen |
Hasan/Partners Oy |
Graphic Designer |
| Elli Tervo |
Hasan/Partners Oy |
Ad Assistant |
| Heidi Eriksson |
Hasan/Partners Oy |
Project Manager |
| Dean Clatworthy |
Hasan/Partners Oy |
Developer |
| Ville Lahti |
Hasan/Partners Oy |
Director/Editor |
| Jukka Honkanen/Toni Pasanen |
Hasan/Partners Oy |
DOP Lighting Cameraman |
| Emily Reed/Salla Tuomi |
Hasan/Partners Oy |
Producer |
| Mika Onnela |
Hasan/Partners Oy |
Animation |
| Rebecca Lamberg |
Hasan/Partners Oy |
Production Coordinator |
| Stefan Lagergren |
Perfect Fools |
Developer |
| Mikko Saavalainen |
Metsä Wood |
Senior Vice President |
| Michael Green |
Michael Green Architecture |
Principal |
| Asher deGroot |
Michael Green Acrhitecture |
Associate Architect |
| Eric Karsh |
Equilibrium Consulting |
Principal |
| Antti Laiho |
Arkkitehtitoimisto Helin/Co |
Architect |
| Sami Hovi |
Arkkitehtitoimisto Helin/Co |
Senior Designer |
Creative Execution
The content was created as in a “real” project following the process from conceptual planning and technical design to construction planning. We partnered with basically the same people we were trying reach. We started with the Colosseum and teamed up with Finnish architectural firm Helin & Co. In the next case, the Empire State Building, we partnered with wood visionary, Michael Green. Timber engineering firm Equilibrium Consulting provided structural due diligence. To reach a heavily dispersed and skeptical target group, we had to rely on PR. All the content was showcased on a microsite that was also a sales tool.
In 4 months we have reached over 225 million people in the eight primary target countries - with no investment in paid media. The content was welcomed with 100% positive coverage as a fully credible case study of how wood can reshape the skyline of the future. Plan B has provided a platform for a discussion to be leveraged in our own media and face-to-face encounters, and even more importantly - continue among the target group. Customers and international architect schools have contacted us wanting to create their own Plan B cases.
Reference cases are the industry convention. We wanted to showcase benefits in a way that would not focus on specific applications. We needed to create a moment similar to what Eiffel did for high-rise construction in 1880s - without building anything. We had the idea of creating fantasy cases that would use existing products as in reference cases, but in a more interesting context.
The target group was spread around the world and the construction process. With the architects our goal was to build general awareness of MetsäWood and add KertoLVL to their toolbox. With the engineers we aimed to correct widespread misconceptions. With the construction companies we wanted to build trust for wood in comparison to steel and concrete. We created content with global appeal but the PR focus was on 8 designated markets (US, UK, France, the Netherlands, Germany, Denmark, Sweden, Finland).