Short List
Product/ServiceS-MOBILE APP
Category A05. Data / Insight
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 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


We have all heard the phrase “Data is the new oil” and for a long time 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.

Describe the creative idea

In the post GDPR world we used the gathered data and interest towards their own data as a 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 strategy

Your data application data is gathered when loyal customers shop in S-group stores. The big difference is that instead of using it to target ads or to sell it to FMCG brands, S-group uses the data to help you make better decisions. 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 this, share of local food and vegetables, meat and how much you spent on each category is gathered to your data application real time. 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. Your data is truly

Describe the execution

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

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 two 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.