| Title | ZERO EXCLUSION |
| Brand | NESTE & MANTSINEN |
| Product/Service | MANTSINEN 300 |
| Category |
E05. Sponsorship & Brand Partnership |
|
Entrant
|
KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
|
|
Idea Creation
|
KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
|
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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
| 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 PR?
Not only did we break all the previous PR records, but also did the unthinkable of earned media: got our message in the annual presidential ball, in the form of an evening gown.
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 (20% 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 PR strategy (30% 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 PR 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 more than 50K EUR – enough to help the education of over 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.
Featured in ten major industry verticals.
Earned media reach: 25,5 MM – breaking all previous PR records.
ROMI: 551% – five times our goal.
But most of 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.