STADIUM CHAIR – SELLING ALL THE SEATS OF HELSINKI OLYMPIC STADIUM
| Title | STADIUM CHAIR – SELLING ALL THE SEATS OF HELSINKI OLYMPIC STADIUM |
| Brand | VEPSÄLÄINEN |
| Product/Service | VEPSÄLÄINEN, PREMIUM FURNITURE RETAILER IN FINLAND |
| Category |
E01. Integrated Campaign led by Promo & Activation |
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Entrant
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HASAN & PARTNERS Helsinki, FINLAND
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Idea Creation
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HASAN & PARTNERS Helsinki, FINLAND
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Idea Creation 2
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VEPSäLäINEN OY Helsinki, FINLAND
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Idea Creation 3
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PASSION AGENCY CASSIUS Helsinki, FINLAND
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Idea Creation 4
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STADION-SääTIö / HELSINKI OLYMPIC STADIUM, FINLAND
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Credits
| Timo Iivari |
hasan & partners Oy |
Senior creative, copywriter |
| Jussi Lindholm |
hasan & partners Oy |
COO |
| Timo Huopalainen |
hasan & partners Oy |
Creative, art dicertor |
| Mikko Juhola |
hasan & partners Oy |
Graphic designer |
| Riku Eteläkoski |
hasan & partners Oy |
Art director |
| Johanna Leppänen |
hasan & partners Oy |
Account manager |
| Maija Nikkonen-Hilli |
Cassius Oy |
Account manager |
| Hermanni Kanerva |
Cassius Oy |
Art director |
| Erkko Mannila |
Cassius Oy |
Creative director, partner |
| Antti Tuominen |
Cassius Oy |
Copywriter |
| Eka Ruola |
hasan & partners Oy |
CEO, ECD |
| Tuukka Tujula |
Cassius Oy |
Art director |
| Teppo Juuvinmaa |
Cassius Oy |
Managing director |
| Marju Paju |
Stadion-säätiö / Helsinki Olympic Stadium |
Marketing director |
| Walter Ihander |
Vepsäläinen Oy |
Marketing diretor |
| Hanna Aalto |
Vepsäläinen Oy |
Marketing ccordinator |
| Helena Lundhal |
Vepsäläinen Oy |
Marketing coordinator |
| Mauri Ikola |
Vepsäläinen Oy |
Chairman |
| Mika Rusila |
Vepsäläinen Oy |
Director of digital marketing |
| Mikko Vuorela |
Vepsäläinen Oy |
Sales director |
| Kimmo Syväri |
Koski Syväri |
Photographer |
| Jukka Honkanen |
hasan & partners Oy / hasan motion |
Editor |
| Rebecca Lamberg |
hasan & partners Oy/ hasan motion |
Production manager |
The Campaign
We sold 18 € tickets to the public that gave the ticket-holder permission to saw off the stadium’s wooden seating. The remaining seating was turned into designer furniture and sold for a premium price through a premium retailer.
Campaign Success
The tickets to saw off the stadium seats were marketed using effective PR during October 2015.
Finnish media followed this one-off event keenly.
During the winter more there was further PR on the furniture that was made into designer seating.
Spring 2016: Nationwide launch of the Stadium Chair Collection through major newspaper print, POS, social media, digital CRM and outdoor advertising. First phase B2B direct sales and then consumer launch.
Additional football themed promotion through Facebook during Euro Cup 2016.
Describe the success of the promotion with both client and consumer including some quantifiable results
- The campaign created seven figure returns to fund the stadium renovation through the ticket sales and furniture. The 2000-piece collection sold out completely at a premium price.
- Created nine months of major media publicity for the stadium renovation project, thus helping to raise more public and private funding.
- The retailer Vepsäläinen sealed a multimillion euro deal to provide furniture for the renovated stadium.
- The campaign helped to demonstrate the enduring significance of the Helsinki Olympic Stadium to younger audiences.
Explain why the method of promotion was most relevant to the product or service
We sold 6000 tickets for 18 € each, that gave ticket-holders permission to come to Helsinki Olympic Stadium and saw off its old seating. The remaining seating was turned into designer furniture and sold through a premium retailer.
The seating of the old Olympic Stadium has been witness to a majority of the events that have defined the Finnish nation. The strategic insight was that the wood surely holds special value to the Finnish public and could be transformed into a marketable commodity.
When the seating of the stadium was turned into premium-priced design furniture, it appealed to both B2B and B2C audiences.