Category G07. Corporate Purpose & Social Responsibility
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 Media?

A reactive integrated campaign was put together in six days while Finland was in lockdown. All campaign materials were produced by small business owners themselves, with their own devices remotely and media space was bought in less than a week. Materials were targeted locally, so the small businesses would get visibility and benefit from it in the cities they operate in.


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 after realizing they would be the first ones under pressure. Objectives The goal was to act in solidarity and help save small businesses. Furthermore, the campaign was planned to positively affect Telia's brand image (see results). As the campaign gained momentum and more people joined to help small businesses, the campaign was predicted to have an impact on the whole economy of Finland.

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

The effect of small businesses on the economy of Finland is substantial. They also represent an important customer target group for Telia. WIth the help of gathered data, we chose the areas with the most small businesses to be represented in the campaign. The recession has always hit big, especially for entrepreneurs. The steady increase in the number of SMEs that preceded the 2008 financial crisis came to a near halt when the recession was lowering companies’ funding. Also growing suicide numbers and general problems with mental health with entrepreneurs were highlighted in the previous recession. Telia's aim was to help entrepreneurs get back on their feet in a situation where the coronavirus crisis had reduced the number of jobs, clients or commissions of entrepreneurs. To do that, Telia’s B2B business gave all of its media visibility to small businesses, enabling them to introduce themselves to a large audience.

Describe the strategy (20% of vote)

Target audience Primarily small business owners and entrepreneurs, secondarily all other B2B and B2C target groups through a positive act affecting the economy. Media Planning The domestic integrated campaign was divided so that small businesses were presented locally. All in all, over 250 custom made ads were pushed through different channels. Approach An integrated campaign where Telia gave its visibility to small businesses, including TVC, print, outdoor, social media (and influencers), digital outdoor, radio and own channels. The ads were targeted based on small businesses' locations in different media platforms.

Describe the execution (20% of vote)

Implementation A remotely organized film shooting and production began two days after the lockdown. The first materials filmed by the small businesses themselves were edited and prepared for different media channels immediately. Media channels and integration Integrated campaign that presented small businesses in different media platforms with the help of either pictures, videos or sound. In media platforms supporting video, selfie videos of the entrepreneurs were used. In other media platforms, pictures or voice clips were used. Timeline Only after six days of Finland’s lockdown, an integrated domestic campaign was launched. Around 10 weeks after the campaign was launched, already over 750 small businesses had been presented. Scale A reactive campaign that was scaled up to a movement. In the summer of 2020, a follow-up campaign was launched and in the fall, more entrepreneurs found their place on Telia’s website, making Telia “Finland’s largest service provider”.

List the results (30% of vote)

Sales impact and lead generation impact (see confidential info) Telia rose to a leading position in brand responsibility image, in the Best ICT partner index and in NPS indicators. (see confidential info) When asked about brands that advertised during the coronavirus pandemic, Finnish consumers remembered Telia the most (Sanoma research). Furthermore, a media research of a front page print ad on Helsingin Sanomat on April 22 revealed that 90% of newspaper readers noticed and read the ad, making print attention value over 20% higher than average. Telia’s B2B marketing team was nominated in Telia’s internal Hero Awards and Telia’s CEO Christian Luiga named the #Together campaign as one of the hero acts towards their clients during the crisis. Over 30,000 hours in total consumed with #Together digital & TV ads . 1,35 million Finns noticed and read the print ads. That's a quarter of the whole population.

Please tell us how the brand purpose inspired the work

The recession caused by COVID-19 hit small businesses the hardest. Telia felt that its responsibility was to help those most in need and gave its media visibility to small businesses. This act of solidarity helped small businesses both financially and health-wise. Telia’s purpose is to bring the world closer. And, as life became (more so than ever) survival, Telia saw a place to intervene – a place to act in solidarity and help those most in need. It found a way to bring people #together in trying times.