2018 Brand Experience & Activation


Category E02. Sponsorship & Brand Partnership
Idea Creation HASAN & PARTNERS Helsinki, FINLAND
Production 2 ARILYN Helsinki, FINLAND
Production 3 SF STUDIOS Helsinki, FINLAND
Production 4 POST CONTROL Helsinki, FINLAND
Name Company Position
Aku Louhimies Elokuvaosakeyhtiö Suomi 2017 Oy Film director, producer
Eka Ruola hasan & partners Oy Executive creative director
Miia Haavisto Elokuvaosakeyhtiö Suomi 2017 Oy Producer, Managing director
Mikko Tenhunen Elokuvaosakeyhtiö Suomi 2017 Oy Producer
Jutta Hopp SF Studios Marketing manager
Jarkko Talonpoika hasan & partners Oy Graphic designer
Anu Niemonen hasan & partners Oy Senior creative
Jutta Casén hasan & partners Oy Account manager
Juha-Pekka Kontulahti hasan & partners Oy Production AD
Marika Rönkkö hasan & partners Oy Producer
Turo van Liere hasan & partners Oy UI/UX designer
Vivian Nieminen hasan & partners Oy Community Manager
Noora Kirjavainen hasan & partners Oy Community Manager
Benjamin Mercer Elokuvaosakeyhtiö Suomi 2017 Oy Editor
Mika Orasmaa Elokuvaosakeyhtiö Suomi 2017 Oy Cameraman
Jukka Kujala Post Control Post producer
Otso Kähönen Arilyn Concept Designer
Mats Havia Arilyn AR and Motion Designer
Eeva Jäntti Arilyn Producer
Toni Marttila Arilyn Sales Director
Maija Sarpakunnas Mediatoimisto Voitto Client Manager
Piipa Pirhonen Mediatoimisto Voitto TV planner
Outi Karppanen Mediatoimisto Voitto Senior planner
Jenna Niskanen Mediatoimisto Voitto Client coordinator

Why is this work relevant for Brand Experience & Activation ?

This branded content platform, built for the sponsorship of The Unknown Soldier movie, was a unique way for brands to tell their stories from the platform to activate their audience and at the same time build more awareness for the movie that – thanks to the platform – became the biggest media phenomenon in Finland.


Väinö Linna’s novel (1954) The Unknown Soldier is one of the most important stories related to the national identity of the country of Finland. It tells a story of how Finland defended its independence against the major attack of the Soviet Union during World War II. The novel had been filmed two times, and now – 30 years after the second film – a third version premiered in 2017 during Finland’s centenary independence celebrations. In order to stay within its production budget and to generate more visibility for the movie, the new Unknown Soldier launched an exceptional branded content platform for brands in Finland to sponsor the movie.The objective was to attract 700 000 spectators for the movie in a country of just 5,4 million people. In addition, one of the key objectives was to turn The Unknown Soldier movie into the biggest phenomenon of Finland’s centenary independence celebrations.

Describe the creative idea

The Unknown Soldier movie is the biggest movie ever made in the Finnish language. The production budget was 7,8 million euros. We knew that we would not be able to reach the production budget without support from brands and companies. Also, even though the movie aimed to attract a huge number of spectators (700 000), the marketing budget of the movie was at the same level as a typical Finnish movie aimed at garnering roughly 150 000 viewers. The idea was to build a platform that allowed brands to tell their stories in ways that were strongly linked to this epic film. In this way all the content from the brands in turn also promoted the movie and thus helped in building the phenomenon. The brands investment in media with their Unknown Stories and their large communities in social media significantly multiplied the movie’s reach.

Describe the strategy

First, we targeted major Finnish brands and companies and presented the idea of platform and the sponsorship model to them. We targeted companies that have a very broad reach,in order to help make the Unknown Soldier movie national pride for the entire country. During the production of the movie,we wrote scripts for brands that were shot as behind-the-scenes stories for brands to use in national TV campaigns as well as social media content. All these short films were directed by Aku Louhimies, the director of the actual movie. We also shot still images of the partners’ products used during the making of the movie for content in social and print. Nearly two years before the premiere of the movie, these campaigns started to run on national TV and appear online, escalating towards the premiere date.In this way the movie received more pre-launch promotion than any other Finnish movie before it.

Describe the execution

When the partners (brands) received their content (films for TV and social, still images for online and print), they formulated a variety of national campaigns with specific media plans. Also, many FMGC partners launched Unknown products and campaigns to support these. The Unknown platform integrated all these activities to bring strong visibility support for the movie, while at the same time the content boosted the sales or messaging of individual brands. The main channels were national TV, online advertising and social media platforms. If we calculate together the total media investment by the Unknown Soldier and brand partners, the platform was one of the biggest advertisers in the country of Finland.

List the results

The Unknown Soldier movie broke all box office records. In a country of 5,4 million people it sold over a million tickets and became the most watched Finnish film in over 50 years and the most watched film in the country for 20 years, beating Star Wars’ and Bond movies. On the digital platform, the campaign continued its efficiency. We reached over 2,5 million people through social impressions. The CPM price was 1,5€, on average. The content videos were watched 3461 hours, which equals watching the entire movie (3 hours) 1145 times. The budget for social media was only 14 000€, which again proves how significant the brand partnership of the Unknown Platform was.