HULAHULA FINLAND

ClientYLE
Category H01. Integrated Multi-Platform Campaign (Online & Offline)
TitleHULAHULA FINLAND
Product/ServiceHULAHULA FINLAND CAMPAIGN
Entrant YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
Idea Creation YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
Media Placement YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
PR YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
Production YLE FINNISH BROADCASTING COMPANY Helsinki, FINLAND
Production 2 WARNER BROS INTERNATIONAL TELEVISION PRODUCTION Helsinki, FINLAND
Credits
Name Company Position
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 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.

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. There were 222,542 registered dancers 12,600 events in 15 different countries

Hulahula Finland A massive campaign held in spring 2017 which culminated in the biggest Midsummer celebration of all time in honour of the centenary of Finland's independence, with more than 220,000 people across Finland dancing to the song Hulahula at 10 p.m. on Midsummer Eve. The event was likewise covered by the biggest TV broadcast of all time, recording Finns' celebration of Midsummer for a total of five hours. The campaign reached 80% of Finland's population.

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.