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	B04. Use of Digital Content
Entrant Company	HASAN & PARTNERS GROUP Helsinki, FINLAND
Advertising Agency	HASAN & PARTNERS GROUP Helsinki, FINLAND
Production Company	PERFECT FOOLS Stockholm, SWEDEN
Production Company 2	MICHAEL GREEN ACRHITECTURE Vancouver, CANADA

Name	Company	Position
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

Brief Explanation

How can humankind battle climate change and house an ever-growing population? Wood is a sustainable but misunderstood alternative to concrete and steel. We wanted to spread awareness of the possibilities of wood and tackle widespread misconceptions. How could we reach a skeptical and dispersed professional target group? Paid media was never an option. Instead of using reference cases like everyone else, we decided to show how iconic architectural designs could be constructed from wood. We call this continuous storytelling platform Plan B. Our first two cases were the Colosseum and Empire State Building.

Results and Effectiveness

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.

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.

Insights, Strategy and the Idea

Kerto is successful in Finland, but unknown abroad. Even professionals aren’t aware of the possibilities of wood and there are widespread misconceptions. Instead of using reference cases like everyone else, we showed how famous buildings would be built out of wood. The target group is spread around the world and the construction process. With architects, we wanted to spread awareness of MetsäWood and add Kerto to their toolbox. With engineers, we aimed at correcting misconceptions. With construction companies, we wanted to build trust in wood. The created content with global appeal but the PR focus was on 8 markets.