| Title | PRE-ORDER THE FUTURE |
| Brand | NESTE |
| Product/Service | RENEWABLE MATERIALS |
| Category |
D01. Social Video |
|
Entrant
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TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement
|
VIZEUM Helsinki, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
Production
|
SHAREABILITY Austin, USA
|
Credits
| Steve Brown |
TBWA\Helsinki |
Content Director |
| Iikka Maunumaa |
TBWA\Helsinki |
Business Director |
| Nooma Murremäki |
TBWA\Helsinki |
Project Manager |
| Janni Wiederholm |
TBWA\Helsinki |
Creative Content Strategist |
| Juhana Hokkanen |
TBWA\Helsinki |
Creative Technologist |
| Ville Ohtonen |
TBWA\Helsinki |
Creative |
| Kalle Wallin |
TBWA\Helsinki |
Creative |
| Daniel Julier |
TBWA\Helsinki |
Product Designer |
| Umberto Onza |
TBWA\Helsinki |
Product Designer |
| Milja Hakala |
TBWA\Helsinki |
Project Manager |
| Jeroen Van Hove |
TBWA\Helsinki |
Chief Data Officer |
| Erno Reinikainen |
TBWA\Helsinki |
Creative |
| Tuomas Perälä |
TBWA\Helsinki |
Creative |
| Pia Grekula |
TBWA\Helsinki |
Creative |
| Juhani Ylitalo |
TBWA\Helsinki |
Creative |
| Aku Vehmersalo |
Vizeum |
Account Director |
| Heli Ruotsalainen |
Vizeum |
Head of Social Media |
| Sara Tossavainen |
Vizeum |
Performance Marketing Consultant |
| Ada-Maria Wäck |
Vizeum |
Development Manager, Programmatic |
| Joel Bergvall |
Shareability |
Director |
| Prince Ea |
Make Smart Cool |
Futurologist |
| Noora Ranta |
TBWA\Helsinki |
Project Manager |
| Miika Pärni |
TBWA\Helsinki |
Senior Developer |
| Iiro Hokkanen |
TBWA\Helsinki |
Director |
| Markus Malmberg |
TBWA\Helsinki |
PR Manager |
| Graziano Monteleone |
TBWA\Helsinki |
Graphic Designer |
| Mikko Paasto |
TBWA\Helsinki |
Senior Web Developer |
| Heidi Aalto |
TBWA\Helsinki |
Production AD |
The Campaign
Together with Prince Ea, futurologist and spoken word artist, Neste started Pre-order the Future: an ongoing content campaign, which demonstrates five futuristic product concepts using renewable fuels and plastic.
Concepts, one of which would be developed further into a prototype.
After six months, it was to be revealed, that EduCycle, a holographic learning platform for school classes, was to get chosen.
Prince Ea released the spoken word video "I Just Sued the School System", which aptly points out, that the modern school system isn't that modern at all.
It challenges the viewer to spread the word and participate in the discussion about education, and how it should be in the future.
The video ends with a call to action to learn more at neste.com/Pre-orderTheFuture.
Creative Execution
The core of the content campaign is neste.com/Pre-orderTheFuture. The page introduced the product/service concepts, invited users to comment on them and suggest new ones. The site also served as a platform for articles on topics from Pokémon GO to the first flight between USA and Cuba.
The viral video was executed true to the tone of voice, style, visual design and length typical to Prince Ea. It wasn't meant to be a Neste video featuring Prince Ea, but contagious content carrying the brand and campaign ethos.
The video was initially shared on Neste's and Prince Ea's YouTube channels and Facebook pages, but it was also seeded to several content pages, channels and groups.
Once the campaign went viral on social media, press releases about the "viral hit" were seeded to traditional media, to support further reach.
Pre-order the Future beat all expectations.
The video became a viral hit, when Viral Thread, UniLad and Young Verse republished it. With 213 000 000 views and 6 100 000 shares (and counting) from all channels combined, "I Sued The School System" is well on its way of becoming the most viral ad of 2016.
Over 700 news articles (from Business Insider to Bloomberg) and a Fox News TV interview raised total campaign impressions to 2 671 000 000 (yes, billions) in 218 countries and earned media value exceeded the campaign costs 16-fold.
Most importantly: all major automotive, industrial, energy and IT corporations visited the campaign page. And soon Ikea announced, that it will replace ALL its plastic with Neste's renewable plastic.
Neste's brand value rose from 427 to 618 million euros (2015 to 2016) and the stock value by 35,7% (April to October).
For a small, unknown player like Neste paid advertising wasn't an option.
That's why Pre-order the Future isn't an ad campaign, but rather a platform for brand behavior, creating real, innovative products and services.
It targets the general public–it aims at making people talk, the social media buzz and the press write about it.
As the B2B decision makers of multinational corporations and public organizations heard about Pre-order the Future in news, social media and through influencers, they felt obliged to act.
To make the message viral, Prince Ea was chosen. He had a considerable following among the social media active millennials, but more importantly a significant interest in future, sustainability and education. As do his followers.
The main video platform was Facebook, where popular video content pages were encouraged to republish the video, if they wanted. With nonexistent media budgets, reach was more important than ownership.