Title | TALLINN HOLIDAY ALBUM |
Brand | FINAVIA |
Product/Service | HELSINKI AIRPORT |
Category |
F02. Challenger Brand |
Entrant
|
TBWA\HELSINKI, FINLAND
|
Idea Creation
|
FINAVIA Vantaa, FINLAND
|
Idea Creation 2
|
TBWA\HELSINKI, FINLAND
|
Media Placement
|
DAGMAR Helsinki, FINLAND
|
PR
|
TBWA\HELSINKI, FINLAND
|
Production
|
TBWA\HELSINKI, FINLAND
|
Credits
Anna Tuomi |
Finavia |
Head of Marketing |
Maija Ilvonen |
Finavia |
Communications Manager |
Pinja Kallis |
Finavia |
Communications Specialist |
Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
Simone Bocedi |
TBWA\Helsinki |
Senior Content Strategist |
Aleksi Erma |
TBWA\Helsinki |
Copywriter |
MAtti Virtanen |
TBWA\Helsinki |
Art Director |
Annika Wikstén |
TBWA\Helsinki |
Account Manager |
Virpi Grönlund |
TBWA\Helsinki |
Account Director |
Joona Stedt |
TBWA\Helsinki |
Project Manager |
Katariina Ollari |
TBWA\Helsinki |
Content Producer |
Veikko Heikkilä |
TBWA\Helsinki |
Junior Art Director |
Eemeli Tani |
TBWA\Helsinki |
Performance & Analytics Manager |
Rasmus Kuusisto |
TBWA\Helsinki |
Data & Insight Trainee |
Suvi Höytö |
TBWA\Helsinki |
Designer Trainee |
Riikka Hallenberg |
Dagmar Oy |
Senior Client Director |
Eveliina Virtapelto |
Dagmar Oy |
Client Manager |
Minna Puurtinen |
Dagmar Oy |
OOH Planner |
Cultural / Context information for the jury
The route network of Helsinki Airport is inarguably better than Tallinn Airport’s, as Helsinki Airport offers 160 direct destinations and Tallinn Airport only 35. Tallinners still have the option to use connecting flights from other European airports. The aim of the campaign was to communicate the fact that Tallinners can avoid that one extra flight by starting their trip from Helsinki Airport.
Reaching Helsinki Airport is easy as it’s only 86 kilometers away from Tallinn, and ferries cross the Gulf of Finland several times a day.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
Helsinki Airport is one of the most well-connected airports in Northern Europe. As Finland is located north of Estonia, it’s not the most obvious choice for Tallinners to fly from.
Helsinki Airport was expanding to a foreign market, so it was crucial to engage the new audience in a way that embraced the locals. With Tallinn Holiday Album, we dived into Tallinners' Instagram profiles to find pictures they had taken in destinations on Helsinki Airport’s route network. To encourage others to use Helsinki Airport, we turned these pictures into outdoor ads and placed them on the streets of Tallinn.
Tallinn is relatively small-sized, with most people having at least some shared acquaintances. The campaign covered 85% of all Tallinn’s outdoor advertisements, so the probability for the Tallinners to see someone they knew on an outdoor ad was very high.