| Title | MATCH MADE IN HEL |
| Brand | FINNAIR AND FINAVIA (HELSINKI AIRPORT) |
| Product/Service | AVIATION AND AIRPORT SERVICES |
| Category |
A12. Social Brand Experience |
|
Entrant
|
MIRUM AGENCY Helsinki, FINLAND
|
|
Idea Creation
|
MIRUM AGENCY Helsinki, FINLAND
|
|
Media Placement
|
DAGMAR Helsinki, FINLAND
|
|
PR
|
SPALT PR FINLAND OY Helsinki, FINLAND
|
|
PR 2
|
JUNI COMMUNICATION & PRODUCTION Helsinki, FINLAND
|
|
Production
|
MIRUM AGENCY Helsinki, FINLAND
|
|
Additional Company
|
FINNAIR Vantaa, FINLAND
|
|
Additional Company 2
|
FINAVIA Vantaa, FINLAND
|
Credits
| Anna Salo |
Dagmar |
Client Director |
| Ulla-Maria Ihalainen |
Dagmar |
Global Client Executive |
| Joe Woods |
Dagmar |
Digital Manager |
| Wilma Inkinen |
Dagmar |
Social Media Planner |
| Waltraud Zwislsperger |
Dagmar |
Technical Specialist |
| Kaari Koskela |
Mirum |
Copywriter |
| Harri Lappalainen |
Mirum |
Art Director |
| Miikka Saari |
Mirum |
Creative |
| Elina Kettunen |
Mirum |
Junior Copywriter |
| Vanessa Bade |
Mirum |
Account Manager / Project Lead |
| Satu Heikkonen |
Mirum |
Project Manager |
| Cecilia Lindström |
Mirum |
Graphic designer |
| Elina Tuori |
Mirum |
Client Services Director |
| Javier Amate |
Mirum |
Interaction Designer |
| Tuija Torikka |
Mirum |
Developer |
| Siru Palmroos |
SpaltPR |
Country Manager |
| Teemu Leino |
SpaltPR |
Senior Account Manager |
| Miia Koski |
Juni Communication & Production |
Managing Director |
| Jarno Varis |
Mirum |
Chief Creative Officer, Head of Marketing Communications & Innovation |
| Paavo Järvilehto |
Mirum |
Creative Director |
The Campaign
To show that Helsinki really is the perfect meeting point between the west and the east, we wanted to bring people together around a shared interest. Fashion and travel often influence one another and interest the same people, so we decided to create a fashion event like no other – a runway show on a real airport runway.
The show, curated by an internationally successful young Finnish designer, would feature seven hot designers from seven different countries in the target markets. The main stage of the show, Helsinki-Vantaa airport, would be cast in a new light and be revealed to the audience as a cultural and geographical meeting point between the east and the west.
Creative Execution
The 5-month campaign unfolded in phases designed to keep the audience interested:
• Week 8: Campaign launch, released date and teaser film about the theme of the coming event
• Weeks 9-15: Designer introductions, activations relating to designers
• Weeks 15-20: Activaton phase, continue with designer-related materials, start the build-up towards the main event
• Week 21: The Runway Show, documented and live-streamed
• Week 22: The aftermath, The Runway hero film and making-of materials released
During the build-up phase of the campaign we focused mainly on digital channels and social media with Facebook and YouTube as primary channels and Instagram and Twitter in a lesser capacity.
The main event took place on an actual runway at Helsinki-Vantaa airport in front of a live audience of 500 fashion influencers. The event was broadcast live over the web and the audience shared their impressions in real time on social media.
Such a unique event created a lot of attention internationally – even the fabled Italian Vogue wrote about our show. We also received a lot of attention from local fashion influencers and a considerable amount of positive attention for livening up the fashion scene in general.
From our client’s perspective The Runway reinforces Finnair’s service promise in an exciting new way and reflects Finavia’s commitment to fluent service.
The Runway exceeded the attention value goals set for the campaign and has gained extensive attention across the board:
- 39,4 million video views
- Over 450 Global PR hits
- Over 400 million earned media impressions,
with a value of over 3 M€
- Over 5 million engagements with campaign content
We managed to captivate and engage a demanding audience of fashion influencers, who think they've seen it all, by creating something unprecedented and highly entertaining: a fashion show on an actual airport runway, in the middle of the day at a busy international airport. The show itself was not a marketing stunt but an actual fashion show with designers from two continents showing their collections.
This event was the perfect way to increase awareness of Helsinki as a hub connecting the east to the west and showcase it as an interesting stopover destination.
We created a 5-month long multichannel, modern marketing communications concept in which a unique and interesting live event is organized and broadcasted live on the web. To create interest and build anticipation, every stage is shared through relevant digital channels and social media.
As our target group we chose fashion influencers, people who already had credibility in their market: bloggers, fashion editors etc. Using a narrow target group, we were able to keep our focus purely on fashion and create highly targeted materials specifically tailored for each market. We constantly refined our materials according to engagement data and feedback to find the best fit, because we knew that once we had the interest of the fashion influencers, they would spread the word and in this way ensure a broader audience.