ZERO EXCLUSION

TitleZERO EXCLUSION
BrandNESTE & MANTSINEN
Category B05. Use of Ambient Media: Large Scale
Product/ServiceMANTSINEN 300
Entrant KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Idea Creation KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Media Placement VIZEUM Helsinki, FINLAND
PR HASAN COMMS Helsinki, FINLAND
PR 2 THE HONEY PARTNERSHIP London, UNITED KINGDOM
Production KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Production 2 MKTG Helsinki, FINLAND
Additional Company NESTE OIL Espoo, FINLAND
Additional Company 2 MANTSINEN Ylämylly, FINLAND
Credits
Name Company Position
Jari Lähdevuori Kurio Creative Director
Elli Tuominen Kurio Strategy Director
Tommi Opas Kurio CEO
Nina Merikoski Kurio Project Manager
Julia Toivio Kurio Project Manager
Maija Ikonen MKTG Project Manager
Ossi Lahtinen MKTG Executive Producer
Heli Ruotsalainen Vizeum Client Engagement Director
Helmi Partanen Vizeum Strategist
Janne Savela Vizeum Digital Media Specialist
Sari Talvitie Vizeum Strategist
Mark Terry-Lush Honey Partnership account director
Sarah Sheehan Honey Partnership Project Manager
Guy Peters Honey Partnership Social Strategist
Matt Fincham Honey Partnership PR Manager
Saara Torri Hasan Comms Senior Communications Manager
Piia Bertenyi Hasan Comms Communications Consultant
Heidi Peltonen Neste Team Lead, Sustainable Partnerships
Mika Hyötyläinen Neste VP, Marketing Communications, Data & Digital
Sanna Hellstedt Neste Team lead, global PR
Hanna Leijala Neste Comms Manager
Mia Mantsinen Mantsinen CEO
Mari Riissanen Mantsinen Marketing Manager
Henri Vänskä Mantsinen Maintenance Engineer
Matti Mujunen Mantsinen Maintenance Engineer
Eric Jones Albright-Knox Art Gallery Art Curator & Coach
Eveliina Hostila Hope NGO Executive Director
Juha Ilmari Laine Juha Ilmari Laine Director

Why is this work relevant for Media?

The selection of medium -- not to mention its execution -- was "ingenious" (to quote one target group member). In order to communicate our message to the target group, the c-suite all over the world, we selected a medium every board room has: paintings.

Background

Mantsinen is a company from the outback of Finland. The family-owned company has grown into a specialist in it its own field: They are the manufacturer of the world’s largest hydraulic material handling machine, the Mantsinen 300. Despite its 380-tonne magnitude, it is the most precise in its size range. And when it comes to material handling, precision saves both money and time. So how do you convince the business decision makers in their board rooms of this benefit?

Describe the creative idea / insights (30% of vote)

In order to communicate the USP to the c-suite all over the world, we selected a medium every board room has: paintings. Why? We needed to get the message through that Mantsinen 300 is the largest, yet the most precise material handling crane. A traditional product-first marketing wouldn't have cut it. Our insight was that if the massive machine can be used an artist's brush, then it can be used for anything else that needs precision. Thus the Zero Exclusion was born – a trans-Atlantic art project with the world’s largest brush.

Describe the strategy (20% of vote)

In order to compete with the big industrial B2B players around the world, local ones need two things: to make an impact bigger their size and co-operate for an even bigger impact. We didn't have the money the competitors have, so we knew we needed an approach that would make it to the news. Especially in the industry verticals. We couldn't have done this alone. Thus two long-time business partners collaborated on the project. And as the US is a major market for both of them, we knew we needed a partner from there as well. After long negotiations, we managed to get Albright-Knox, the museum with the second largest modern art collection is the States, to join us as the artistic curator.

Describe the execution (20% of vote)

We crafted a very special brush for the Mantsinen 300. Took three teen artists. Trained them to drive the machine. And gave them a challenge: to paint “hope” onto 5x2 meter canvases. All the proceeds were donated to the NGO Hope, to tackle the social exclusion of kids. We made 42 paintings altogether. They were created in two stages. The first one was at the harbor using Mantsinen 300 as the brush. A special paint was created for this project by their long-time business partner Neste – a world’s first coating based on their 100% renewable diesel. The second stage was done at the Albright-Knox, Buffalo, one of the leading modern art museums. At this stage the harbor-scale canvases were cut into smaller individual works and then finalized using various methods. Albright-Knox provided artistic coaching for the teens throughout the process.

List the results (30% of vote)

Right on the launch day, 1/3 of the paintings were sold, making it to the boardrooms. Paintings were exhibited at art galleries, and even at the no. 1 fine dine restaurant Savoy. We raised €50K+ – enough to help the education of 100+ children. We even did the unthinkable: made it to the biggest televised event in the country, the annual Presidential Ball. An evening gown with a print from one of our paintings was worn by the director of The Union of Upper Secondary School Students, who spread the word at the event and all its coverage. Earned media reach: 25,5 MM – breaking all previous PR records ROMI: 551% – five times our goal Above all we achieved what we set out to do – we made sure people will never look at the crane the same way again. Instead of just the size, you see the precision.