| Title | NO COUNTRY FOR CANYONS |
| Brand | NESTE |
| Product/Service | NESTE |
| Category |
C03. Social Community Building & Management |
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Entrant
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KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
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Idea Creation
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KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
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Media Placement
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KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
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PR
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KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
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Production
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KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
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Credits
| Jari Lähdevuori |
Kurio |
Creative Director |
| Elli Tuominen |
Kurio |
Strategy Director |
| Tommi Opas |
Kurio |
CEO |
| Milka Koskela |
Kurio |
Project Manager |
| Julia Toivio |
Kurio |
Project Manager |
| Nina Merikoski |
Kurio |
Project Manager |
| Juulia Rajala |
Kurio |
Project Coordinator |
| Ilona Repo |
Kurio |
Paid Social Expert |
| Mikaela Holmberg |
Freelancer |
Photographer |
Why is this work relevant for PR?
The campaign is a prime example of PR via social -- using own and earned channels to become a the center of buzz, around a subject that matters to your business.
Background
Each spring it's the same thing all over the press in Finland: the roads coming out of the snow are in terrible condition. Studies back this up: 39% of people are not satisfied with the quality of our roads, and 81% say that the main problem with the roads are potholes. *
Neste, the largest gas station network in the country decided to do something about it. The goal for the campaign was to improve the brand perception when it comes to caring for road safety -- a thing of great importance in times when sustainability plays a major role in consumer preference.
(* Source: Road user study 2018 by the Department of Traffic)
Describe the creative idea (20% of vote)
In order to make change happen, people needed to see the problem in a totally new way. So, to see the real size of the problem, we zoomed in on it.
Describe the PR strategy (30% of vote)
With the help of an awarded photographer we turned the potholes into canyons. And canyons into travel destinations. We called it “Greetings from Canyons of Finland”. (In a country with no canyons, of course.)
Describe the PR execution (20% of vote)
The films and greeting cards were shared via our social channels to start the conversation.
We then asked people to put the canyons they saw on the map. And they did! The campaign site and social media were soon flooded with these new travel destinations.
List the results (30% of vote)
- Almost 1MM impressions, organically. (That's 1/5 of the population.)
- Thousands of canyons named by people. (Each funnier than the next.)
- Each named canyon was a donation for better road conditions, resulting in 10 000 € proceeds to charity.
- Great improvement on our brand perception: the amount of people who strongly agree that Neste cares for road safety rose 26%*
* n=1762 (Q1/19) & 1357 (Q2/19) (measured two months before the campaign and two months after the start)