| Title | #LIFEINHEL |
| Brand | FINAVIA |
| Product/Service | HELSINKI AIRPORT |
| Category |
B03. Talent: Digital & Social |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement
|
DAGMAR Helsinki, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
Production
|
KLOK HELSINKI Helsinki, FINLAND
|
|
Additional Company
|
FINAVIA Vantaa, FINLAND
|
Credits
| Katja Siberg |
Finavia |
VP Marketing, Corporate Communications and Customer Experience, CMO |
| Anna Tuomi |
Finavia |
Head of Marketing |
| Olli Lehtonen |
Finavia |
Digital Marketing Manager |
| Rosa Kojonkoski |
Finavia |
Project Manager |
| Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
| Simone Bocedi |
TBWA\Helsinki |
Senior Content Strategist |
| Virpi Grönlund |
TBWA\Helsinki |
Client Partner |
| Antti Halme |
TBWA\Helsinki |
Senior Copywriter |
| Matti Virtanen |
TBWA\Helsinki |
Art Director |
| Annika Wikstén |
TBWA\Helsinki |
Account Manager |
| Henrietta Tastula |
TBWA\Helsinki |
Content Producer |
| Eemeli Tani |
TBWA\Helsinki |
Campaign Analyst |
| Iiro Hokkanen |
TBWA\Helsinki |
Director |
| Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
| Mikko Kylämä |
TBWA\Helsinki |
Senior Developer |
| Maria Dunaeva |
TBWA\Helsinki |
Graphic Designer |
| Juhana Hokkanen |
TBWA\Helsinki |
Head of Innovation technology |
| Nana Paja |
TBWA\Helsinki |
Account Director |
| Heikki Laine |
KLOK Helsinki |
Senior Producer |
| Pekka Ala-Seppälä |
KLOK Helsinki |
Production Manager |
| Juha Lahti |
KLOK Helsinki |
Director |
| Jukka Rouhuvirta |
KLOK Helsinki |
DOP |
| Eero Lehtinen |
KLOK Helsinki |
Editor |
| Katarzyna Kosieradrazka |
KLOK Helsinki |
Sound operator |
| Gary Carter |
KLOK Helsinki |
Creative Consultant |
| Riikka Hallenberg |
Dagmar |
Account Director |
| Joe Woods |
Dagmar |
Digital Manager |
| Roosa Räsänen |
Dagmar |
Digital Planner |
| Lauri Permanto |
Dagmar |
Digital Planner |
| Miia Elonen |
Dagmar |
Social Media Planner |
Why is this work relevant for Entertainment?
#LIFEINHEL was a unique airport reality show online, where a Chinese actor and TV personality lived inside Helsinki Airport for 30 days, streaming his experience live to social media.
Entertainment played a central role, as Ryan Zhu, the star of the show, tested and evaluated the airport services in unscripted and unfiltered daily episodes, live streams, and social media posts. His experience is raw and authentic, as he has the time of his life but also battles with sleeplessness. And what if he quits halfway through?
#LIFEINHEL is a disruptive airport reality show, where “The Terminal” meets “The Truman Show.”
Background
Finnish airport operator Finavia has put much effort on customer experience in recent years, resulting in Helsinki Airport being awarded as the best airport in the world (Travellink 2017). However, Helsinki Airport is still widely unknown globally and especially in China, Finavia's fastest growing market. The number of Chinese passengers has increased steadily in the past years, and they are now the primary target group for the airport’s services.
How do we communicate with Chinese travelers that Helsinki Airport is the best choice for a stopover airport on their way to Europe? How do we increase Finavia's brand awareness in China and globally?
Among other KPIs, the aim was to reach at least 5 million people and accumulate 1,5 million views on the daily episodes. The more people hear and write about Helsinki Airport’s excellence, the better it is for business, meaning an increased number of passengers and airlines.
Describe the creative idea
People hate being stuck at airports: the longer the stay, the worse it gets. But what if the airport was so good, you never wanted to leave?
#LIFEINHEL was a disruptive online airport reality show, where “The Terminal” and “The Truman Show” met “Survivor”. Chinese movie actor Ryan Zhu lived inside Helsinki Airport for 30 days to test and review its services. His adventures were published as daily reality episodes to social media.
Describe the strategy
Finavia has a long tradition of developing customer experience together with the passengers. #LIFEINHEL took that tradition a step forward. From the beginning, it was clear that transparency and reality as a genre attracted people. We wanted to create a real, honest and bold real-time campaign, which was visible not just digitally but also at the airport. We wanted something that people would want to see, share and follow.
Transparency, honesty, and unpredictability were central themes right until the end when our hero revealed his final report of his stay in HEL. It was not all fun and games, and some services even received poor grades. #LIFEINHEL also had a meaning beyond the campaign: our hero’s remarks and suggestions were used in the service development work and fueled the PR nicely.
Describe the execution
#LIFEINEHEL was inspired by "The Terminal", and that is why we marketed the campaign as if it was a film. We launched with a teaser trailer and PR release, followed by different social media content, as supporting teasers.
Entertainment played a principal role. We published one episode a day for 31 days, plus several additional social media posts, including live streams. The episodes were filmed, edited and published on the spot and the content was released, both in the Chinese and western market. We also used Ryan’s private network and local Chinese influencers to spread the content. The campaign was also backed up by OOH in the city of Helsinki and print ads in Forbes' magazine.
After the campaign, we released a full documentary film about the whole story of #LIFEINHEL for TV channels, plus a making-of -video, with interviews with the production team behind the campaign.
Describe the outcome
Without a significant media budget, we relied on active PR seeding and efficient influencer mechanics to reach a staggering 2.4 billion people worldwide, 81,7% of which in China. The videos were watched over 13.8 million times altogether but what was remarkable was the number of engagements: 135 000 across all channels, with more than 11 500 comments, 98% of which had positive sentiment.
#LIFEINHEL has also impacted the lives of everyday passengers at Helsinki Airport. Ryan's feedback is set to bring permanent changes to the airport infrastructure, enhancing especially the services available to Chinese travelers.
With over 500 editorials written around the world worth €17 million in earned media value, Helsinki Airport attracted positive buzz and succeeded in standing out from its competitors in a unique way. Businesswise a great win was that during the campaign, Finavia signed a contract with a new Chinese airline partner Lucky Air.