Title	YOUR DATA IS YOUR DATA
Brand	S-GROUP
Product/Service	S-MOBILE APP
Category	C02. Use of Real-Time Data
Entrant	S-GROUP Helsinki, FINLAND
Idea Creation	S-GROUP Helsinki, FINLAND
Media Placement	CARAT Helsinki, FINLAND
Production	S-GROUP Helsinki, FINLAND
Production 2	SOLITA OY Helsinki, FINLAND
Additional Company	TBWA\HELSINKI, FINLAND
Additional Company 2	SKAL HELSINKI, FINLAND

Name	Company	Position
Lauri Toivonen	S Group	Marketing Lead
Ilkka Alarotu	S Group	SVP Retail business
Vesa Riihelä	S Group	Head of Service Development
Satu Lindfors	S Group	Service Designer
Mikko Vierikko	S Group	UX Designer
Kai Kukkaniemi	S Group	Enterprise Architect
Pekka Kujala	S Group	IT Architect
Antti Tuuri	S Group	Project Manager
Senja Forsman-Katainen	S Group	Sustainability Manager
Hanna Leppäniemi	S Group	Communications Manager
Tia Hallanoro	S Group	VP Marketing
Taneli Mattelmäki	TBWA Helsinki	team lead
Jyrki Poutanen	TBWA\Helsinki	Creative
Tuomas Perälä	TBWA\Helsinki	creative
Joni Furstenborg	TBWA Helsinki	creative
Anette Michelsson	TBWA\Helsinki	Other
Tuukka Laitinen	Skål Helsinki	Case video editor
Juha Halmesvaara	Carat Finland Oy	Media lead
Mari Leväjärvi	Carat Finland Oy	Client director
Janne Haussila	Carat Finland Oy	Digital director
Katariina Jokinen	Carat Finland Oy	Activation manager
Sami Uskola	Solita Oy	Software architect
Hans Sandvik	Solita Oy	Director strategic accounts
Atte Kortesmaa	Solita Oy	Software Designer
Krista Väänänen	Solita Oy	Software Designer
Laura-Maria Perkaus	Solita Oy	Software Designer
Matti Karjalainen	Solita Oy	Software Designer
Oscar Smedjebacka	Solita Oy	Development
Teppo Peltonen	Solita Oy	Software Designer
Markus Sillanpää	S Group	SVP Marketing Operations
Ville-Pekka Ääri	S Group	EVP marketing
Mikko Pietilä	TBWA\Helsinki	Executive Creative Director

Why is this work relevant for Media?

Your Data application uses real time grocery and other shopping data to show customers what data S-group has collected from their behaviour. The app then visualises it by showing how healthy, local or CO2 emission heavy their purchases have been compared to Finnish population and how customers behaviour has changed over time. We used your data application as media to drive change in consumer behaviour.

Background

We have all heard the phrase “Data is the new oil” and for a long multinational companies have been harvesting it to sell it to the highest bidder or to target ads based on it. This has led to ongoing data leaks and misuse of collected data. Only thing that matters is generating profit for the owners. S-group wanted to fight back and democratised all of its data to serve its owners, the customers. S-group is co-op and owned by its customers so their ultimate goal is to serve their customers. The objective for the app was to help people do better purchase decisions by using the real time data gathered from all of the purchases. Our hypothesis was that this would help S-group to keep their market share and people using the app would be more loyal when using S-group stores they would see their eating and consuming habits.

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

Your data application data is gathered when people use their s-group loyalty card, similar to other loyalty programs. The big difference is that instead of using it to targeted adds or to sell it to FMCG brands S-group uses the data to help you make better decisions. S-group is the largest grocery chain in Finland which gives it visibility on what Finns eat. Every purchase and product are put on taxonomy and the purchase data is compared to a model that counts out CO2 emissions based on the product type, origin, package size and multiple other factors and compared to Finnish average to show how your behaviour differs from the mass. On top of CO2 emissions, share of local food and vegetables, meat and how much you spent on each category is gathered and brought to your data application real time.

Describe the strategy (20% of vote)

Your data -application was targeted to current customers of S-group. By showing how much data was gathered in a positive way our goal was to spark conversation on how much data is gathered and who it benefits. By democratising the data our aim was to increase loyalty and change consumer behaviour to a more sustainable direction. In the post GDPR world we used the gathered data and interest towards their own data as tool for gaining awareness for the campaign. Instead of asking for your data from a multinational company and maybe getting it months later in a 9000 page pdf, people could just load the app and see all the data s-group had gathered of you in a nicely visualised and useful manner.

Describe the execution (20% of vote)

The app was launched in April 2019. Your data application was pushed mainly via PR, digital media and s-group stores. The app quickly gained news visibility in major Finnish newspapers. This was the first time anyone had opened all their data to customers. By using the data and its visualisation as a tool and medium to generate awareness and coverage in Finnish national news. All we had to do on top of that was to remind people to download the app in digital media and in stores.

List the results (30% of vote)

Your data application was quickly adopted, 10% of Finnish population use the app. Your data increased customer loyalty. People increased their purchases on S-group on average by 13,9 % after installing the app compared to time before. This kind of 2 digit increase in sales revenue in Finnish 18,5 Billion Euro grocery industry is unheard of. Showing people their purchase patterns lead to drastic changes in behaviour. Half (48%) of people changed their buying behaviour . People started eating more vegetables and local food and cut their CO2 emissions. All this by showing people their own data instead of selling it to the highest bidder.

Describe the use of data, or how the data enhanced the campaign output

Your data application data is gathered when people use their s-group loyalty card, similar to other loyalty programs. The big difference is that instead of using it to target adds or to sell it to FMCG brands, S-group uses the data to help you do better decisions. S-group is the largest grocery chain in Finland which gives it visibility on what Finns eat. Every purchase and product are put on taxonomy and the purchase data is compared to a model that counts out CO2 emissions based on the product type, origin, package size and multiple other factors and compared to Finnish average to show how your behaviour differs from the mass. On top of CO2 emissions, share of local food and vegetables, meat and how much you spent on each category is gathered and brought to your data application real time. Without data this work would not exist.