| Title | HULAHULA FINLAND |
| Brand | YLE |
| Product/Service | HULAHULA FINLAND CAMPAIGN |
| Category |
E04. Co-Creation & User Generated Content |
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Entrant
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YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
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Idea Creation
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YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
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Media Placement
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YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
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PR
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YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
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Production
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YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
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Production 2
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WARNER BROS INTERNATIONAL TELEVISION PRODUCTION Helsinki, FINLAND
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Credits
| Markku Mastomäki |
Yle, Finnish Broadcasting Company |
Hulahula Finland Producer |
| Maija Aho |
Yle, Finnish Broadcasting Company |
Hulahula Finland Associate Producer |
| Jusu Lounela |
Yle, Finnish Broadcasting Company |
Journalist |
| Tiia Lappalainen |
Yle, Finnish Broadcasting Company |
Journalist |
| Tiina Hietanen |
Yle, Finnish Broadcasting Company |
Production Coordinator |
| Marja Mäki-Reinikka |
Yle, Finnish Broadcasting Company |
Hulahula Finland Executive Producer |
| Jasmiini Lappalainen |
Yle, Finnish Broadcasting Company |
Marketing Campaign Manager |
| Mari Clusius |
Yle, Finnish Broadcasting Company |
Communication Planner |
| Maria Ainamo |
Yle, Finnish Broadcasting Company |
Social Media Manager |
| Tommi Anttila |
Yle, Finnish Broadcasting Company |
Art Director |
| Samuli Alapuranen |
Yle, Finnish Broadcasting Company |
Art Director |
| Hannu Haapasalo |
Yle, Finnish Broadcasting Company |
Concept Designer, media |
| Suvi Salokoski |
Warner Bros. International Television Production Finland |
Producer, TV series |
| Mirva Kenttämies |
Warner Bros. International Television Production Finland |
Head of Production, Event |
| Lulu Salmi |
Warner Bros. International Television Production Finland |
Director, TV series |
| Joona Kortesmäki |
Warner Bros. International Television Production Finland |
Director, Scriptwriter, TV series |
| Jan-Aslak Leino |
Warner Bros. International Television Production Finland |
Director, Event |
| Seija-Liisa Eskola |
Warner Bros. International Television Production Finland |
Executive Producer of TV Series and Event |
The Campaign
How do we get shy Finns to dance in Midsummer Eve?
We began the campaign with a dance challenge from Robin, a Finnish teen idol, who inspired children and young adults to create their own choreographies to his new song Hulahula. We asked people to share their videos with the hashtag #hulahulasuomi, with the best choreographies making it onto the campaign's dance video.
Our six-part TV series Hulahula Finland and the radio show told many personal stories and shed light on people's relationship to dance.
The campaign culminated on Midsummer Eve with the largest live broadcast in Finland's television history, capped off with the world record attempt.
Our tune Hulahula was the key element during the shows and campaign.
Creative Execution
Campaign was active 3/31/2017 - 6/23/2017.
We used TV, Radio, Social Media (FB, IG, Musical.ly, Google, Influencers), Out-of-home media (digital, streets, malls, mobile), AR videos.
Finlands population is 5,5 million.
Over three months, the campaign reached 80% of Finland's population. Hulahula was one of the most played hits on radio channels and Spotify. The song quickly spread through people's own videos and photos on social media, as the campaign was joined by artists, YouTube stars and large companies.
The average number of viewers for every episode of the TV series was half a million, with individual social media publications attracting up to a million views.
The main broadcast on Midsummer was watched by nearly 2 million viewers, and the radio broadcast reached a million listeners on Midsummer Eve.
Result:
222,542 registered dancers
12,600 events
in 15 different countries
Target audience: All Finns.
We began the campaign with a dance challenge from Robin, a Finnish teen idol, who inspired children and young adults to create their own choreographies to his new song Hulahula. We asked people to share their videos with the hashtag #hulahulasuomi, with the best choreographies making it onto the campaign's dance video.
Our six-part TV series and the radio show told many personal stories and shed light on people's relationship to dance.
The campaign culminated on Midsummer Eve with the largest live broadcast in Finland's television history, capped off with the world record attempt.