Title | PRISMASTER |
Brand | PRISMA |
Product/Service | PRISMA |
Category |
A05. Live Broadcast / Live Streaming |
Entrant
|
S-GROUP Helsinki, FINLAND
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
Media Placement
|
TBWA\HELSINKI, FINLAND
|
PR
|
TBWA\HELSINKI, FINLAND
|
PR 2
|
REPUBLIC FINLAND 1 OY Vantaa, FINLAND
|
Production
|
TBWA\HELSINKI, FINLAND
|
Post Production
|
TBWA\HELSINKI, FINLAND
|
Credits
Joni Furstenborg |
TBWA Helsinki |
Creative lead |
Taneli Mattelmäki |
TBWA Helsinki |
Team lead |
Nina Immonen |
TBWA Helsinki |
Project Director |
Nelli Immonen |
TBWA\Helsinki |
Concept designer |
Katariina Ollari |
TBWA\Helsinki |
Creative |
Aleksi Erma |
TBWA Helsinki |
Concept designer |
Roni Regnér |
TBWA\Helsinki |
Copywriter |
Ville Ruokonen |
TBWA\Helsinki |
Planner |
Hanna Karlsson |
TBWA Helsinki |
Designer |
Juha Takalo |
TBWA Helsinki |
Editor |
Anette Michelsson |
TBWA\Helsinki |
Account Manager |
Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
Minni Jaakola |
S Group |
Marketing Vice President |
Stephanie Bardy |
S Group |
Marketing Manager |
Terhi Vaalavuo |
S Group |
Head of Digital |
Lauri Toivonen |
S Group |
SVP Marketing |
Panu Alanko |
Republic |
Account Director |
Lotta Fagerlund |
Republic |
Project Manager |
Toni Tervo |
Republic |
PR Consultant |
Petja Pirhonen |
Republic |
Content Producer |
Roosa-Maria Sipinen |
Republic |
Junior PR Consultant |
Saana Simander |
TBWA\Helsinki |
PR strategist |
Ellen Lindbom |
TBWA\Helsinki |
Junior Communications Specialist |
Emmi Paajanen |
TBWA Helsinki |
Junior Comms Specialist |
Why is this work relevant for Entertainment?
Developed by Finland’s largest hypermarket chain Prisma, Prismaster is a reality show that combines two content trends: game shows and influencer content. It’s the world’s first reality show that aired solely on social media. Six Finnish celebrity influencers took part in the show, and live-streamed the episodes in their own social media channels. The viewers could choose from which contestant’s perspective they wanted to follow the show, making them the directors of their own watching experience. The audience was also able to engage with the contestants as the show was live, which remains impossible in linear television.
Background
The Finnish hypermarket Prisma offers a wide range of products, but has struggled to be in the top-of-mind of consumers in many of the product categories.
In the summertime Finnish people spend the majority of their time outside, and it’s difficult to educate the consumers about Prismas offering through traditional media channels.
Prisma wanted to challenge the conventions of traditional advertising and engage the audience through their mobile devices. The key objective was to present Prisma’s wide range of products in an engaging and entertaining way.
Describe the creative idea
A new type of reality show that combines two entertainment trends: game shows and influencer content. The show, Prismaster, was the first reality show that aired solely on social media. This interactive brand reality was live-streamed by six Finnish celebrity influencers that competed in various tasks in the Prisma hypermarkets. The viewers could choose from which contestant’s perspective they wanted to follow the show, making them the directors of their own watching experience. The audience was also able to engage with the contestants in real time, which remains impossible in linear television.
Describe the strategy
The summers in Finland are short, and the use of traditional media plummets during the warmer months. The Finnish people spend the majority of their time outside, but are still active on their mobile devices. Still, engaging the audience has to be done in an entertaining way, because they don’t want to spend their precious time looking at ads.
The livestreamed gameshow provided a platform that already had an audience: the followers of the influencers. Bringing those influencers into the Prisma hypermarkets, and building a game show around Prisma’s products showcased the hypermarket’s selection in a fun, entertaining and engaging way.
Describe the execution
Prismaster began on the 21st of June, with the pre-marketing starting one week prior. The six contestants livestreamed the show through their own social media channels: Facebook, TikTok and Instagram. The competition lasted for three days, and took place in three different Prisma hypermarkets around Finland. In total, the show consisted of 18 livestreams a day. The post-marketing utilized all the livestreamed material, stretching the campaign to a total of one month.
Describe the outcome
Prismaster gained a reach of over 13.3 million, which equals 2.5 times the Finnish population. The influencer content received 2.3 million views, which is more than 7 times the average rating of reality TV episodes.
The engagement percent of the influencer content was 4.4%. In contrast, the commitment rate for the traditional reality TV episode is 0%, as commitment to content is not possible on linear television.
Most importantly, the strategic message was received well by the Finnish audience. After Prismaster aired, over half of the Finnish population were convinced that they could get everything they needed for the summer from Prisma.
This was proven by the sales, as the summer of 2021 was Prismas highest grossing summer of all time.