Category A06. Consumer Services / Business to Business
Media Placement OMD FINLAND Helsinki, FINLAND
Name Company Position
Kaisa Pajari Telia Director Business and Marketing Communications
Suvi Pihkanen Telia B2B Marketing Director
Mia Uitto Telia Business Marcom Manager
Aino Seppälä Telia Marketing Development Manager
Anna Kangas Telia Marketing Specialist
Heini Niemelä Telia Social Media Manager
Markus Nieminen TBWA\Helsinki Creative Director
Laura Paikkari TBWA\Helsinki Creative Director
Fredrik Stürmer TBWA\Helsinki Art Director
Mika Herrala TBWA\Helsinki Copywriter
Joonas Hokka TBWA\Helsinki Creative Strategist
Laura Somervalli TBWA\Helsinki Account Director
Anna Masalin TBWA\Helsinki Executive Account Director
Maija Naumanen TBWA\Helsinki Project Manager
Jenni Karsten TBWA\Helsinki Project Manager
Iida Korhonen TBWA\Helsinki Copywriter
Santeri Smal TBWA\Helsinki Art Director
Tuuli Linna TBWA\Helsinki Junior Copywriter
Riikka Häkkinen TBWA\Helsinki Graphic Designer
Birgit Harinen TBWA\Helsinki Graphic Designer
Paula Sonne TBWA\Helsinki Communication Strategist
Saaba Sundberg TBWA\Helsinki Junior Communication Specialist
Satu Ekman TBWA\Helsinki Copywriter
Alex Boman TBWA\Helsinki Project Co-ordinator
Viggo Holländer TBWA\Helsinki Digital Designer
Juho Ojala TBWA\Helsinki Planner
Emma Kanninen TBWA\Helsinki Copywriter
Jyrki Poutanen TBWA\Helsinki Chief Creative Officer
Mikko Pietilä TBWA\Helsinki Executive Creative Director
Niko Hatara TBWA\Helsinki Creative Producer
Hanna Heikkilä TBWA\Helsinki Producer
Iiro Hokkanen TBWA\Helsinki Director
Jonna Yletyinen TBWA\Helsinki Production Coordinator
Mikko Kuoppasalmi TBWA\Helsinki Editor
Ville Hackzell TBWA\Helsinki Editor
Karoliina Kinnunen OMD Finland Client Manager
Tommi Tappola OMD Finland Specialist Paid Social
Anja Westerberg OMD Finland Senior Specialist, Offline
Jenni Remes OMD Finland Senior Specialist, Offline

Why is this work relevant for Direct?

A reactive, integrated multi-channel campaign was put together in six days while Finland was in lockdown. Over 1,000 small businesses were individually contacted by the team, and asked about their willingness to participate in the campaign. As word spread, the opportunity to introduce their company to a larger audience began to intrigue small business owners, and they began to directly contact the team themselves. The campaign had an indisputable message: We rise #together. With that, it invited everyone to support local small businesses.


Situation Due to COVID-19, an emergency law was enforced on March 16 by the government of Finland. The lockdown that followed had a direct impact on small businesses, and entrepreneurs’ mental well-being and life in general. Brief The reactive idea was created without a brief, a day after lockdown was issued. It was implemented to help small businesses the best way possible. Objectives The primary goal was to act in solidarity and help save small businesses. A positive impact on brand and business objectives were desired effects of the initiative (see results).

Describe the creative idea (30% of vote)

Telia’s B2B business gave all of its media visibility to small businesses, enabling them to introduce themselves and their services to a large audience.

Describe the strategy (20% of vote)

The strategy was to help small businesses in trying times and by doing so, gain their trust as customers of a big operator like Telia. The campaign had an indisputable call to action throughout: We rise #together. It invited everyone to join the national movement of supporting local small businesses, either by purchasing their products and services or helping otherwise.

Describe the execution (20% of vote)

Implementation A remotely organized film shooting and production began two days after the lockdown and, after a month, over 750 small businesses had joined the campaign. Materials filmed by the small businesses themselves were edited and adapted for different media channels in less than a week. Timeline A reactive, integrated multi-channel campaign was put together in six days after the emergency law was enforced and a lockdown began in Finland (due to COVID-19). Placement Materials were targeted locally, so the small businesses would get visibility in the cities they operate in. Media platforms included print, TVC, radio, outdoor and social media. Over 250 custom ads were produced. Scale Over 750 small businesses were presented in advertising and over 250 custom ads were produced.

List the results (30% of vote)

Sales Information under confidential information. Reach When June 2020 arrived, over 1,000 small businesses and over 10 partners had signed up or participated in the campaign. Many news media outlets (such as The Drum) wrote about it as a creative way to react to the prevalent crisis. The campaign reached over 2 million people through earned media. -Over 30,000 hours in total consumed with #Together digital & TV ads. -1,35 million Finns noticed and read the print ads. A quarter of the whole population! Engagement Advertising on social media reached over 2 million people in Finland. The engagement rates were high – for example, an exceptional 29% on LinkedIn and 72% onTwitter of the people who saw #Together video ads, watched them thoroughly. Achievement against business targets Telia rose to a leading position in brand responsibility image, in the Best ICT Partner index and in NPS indicators.