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 |
B01. Use of Digital Advertising in a Promotional Campaign |
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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 |
Producers |
| 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 |
The Brief
Our main challenge was the poor perception of wood as a construction material. To promote our products, we needed to spread awareness of the possibilities of wood and tackle misconceptions. With a widely dispersed professional target group, paid media was not an option. Everybody uses reference cases with no great effect. How could we generate PR in trade media in the without actually building anything? How could we get the target group not only to talk about Kerto but actually do something with it? We involved leading professional partners in planning how famous buildings would be made with wood.
Campaign Success
Each case was divided into three phases: architectural design, structural engineering and construction planning. Each phase was planned together with leading professionals. This way we ensured that the each professional group got content that appealed and interested them. The phases were then published one by one. The whole creative approach was just as relevant as ordinary reference cases – just a lot more interesting. The first two cases were published on the Plan B site according to plan during four months. The media welcomed Plan B as a fully credible study of how wood could transform the skyline of the future.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
KertoLVL, is successful in Finland, but not well known abroad. Our main competitor wasn’t a product but the weak reputation of wood products in general. Wood is a sustainable but misunderstood alternative to concrete and steel. Metsä Wood is a leading supplier of premium wood products from responsibly managed forests. To promote and activate the sales of its products, we wanted to spread awareness of the possibilities of wood and tackle widespread misconceptions. Wood is not e.g. seen as a credible material for skyscrapers. How could we reach a sceptical and dispersed professional target group? Paid media was never an option. We decided to show how famous buildings could be constructed from wood. We call this continuous storytelling platform Plan B. Our first two cases were the Colosseum and Empire State Building. The content was created together with members of the target groups (architects, structural engineers and construction companies).