| Title | WE RISE #TOGETHER |
| Brand | TELIA |
| Product/Service | TELIA B2B SERVICES |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement
|
OMD FINLAND Helsinki, FINLAND
|
|
Production
|
TBWA\HELSINKI, FINLAND
|
Credits
| 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 Integrated?
A reactive integrated campaign was put together in six days while Finland was in lockdown. All campaign materials were produced remotely and media space was bought in less than a week. Materials were targeted locally, and produced on media platforms’ terms. The creative execution adapted to all channels perfectly.
Background
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
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
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.
Describe the execution
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
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.
Sales
Information under confidential information.
Achievement against business targets
Telia rose to a leading position in brand responsibility image, in the Best ICT Partner index and in NPS indicators.