Sampo Bank Case study SOLUTIONS FOR THE DIGITAL ERA SKIING NATION by Pluto Filmworks

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Industry Business equipment & services, Corporate Image
Media Case study
Market Finland
Agency Pluto Filmworks
Director Teppo Högman
Art Director Janne Hanninen
Released February 2012

Credits & Description

Category: Titanium and Integrated
Advertiser: SAMPO BANK
Planning Director: Esa-Pekka Nykänen (Pluto Finland)
Concept Planner: Mikko Leisti (Pluto Finland)
Project Director: Anna Kerttula-Fonseca (Pluto Finland)
Project Director: Jonna Hurskainen (Pluto Finland)
Project Assistant: Ulla Kerttula (Pluto Finland)
Marketing Manager: Stefan Thesslund (Sampo Bank)
Marketing Director: Pekka Törmälä (Sampo Bank)
Digital Marketing Manager: Salla Kalkela (Sampo Bank)
Managing Director: Janne Leskinen (Ski Sport Finland)
Marketing Director: Marko Mustonen (Ski Sport Finland)
Marketing Manager: Pekka Lehtikallio (Ski Sport Finland)
Project Manager: Jussi-Pekka Kinnunen (Ski Sport Finland)
Communications Coordinator: Jussi Väätäinen (Ski Sport Finland)
Social Media Coordinator: Tiina Uusitalo (Sose)
Graphic Designer: Rami Laine (Hokus Pokus Promotional Design)
Art Director: Janne Hänninen (Leroy Creative)
Digital Producer: Antoni Savander (MTV3)
Mobile App Production: Ted Guggenheim (Rage Digital)
Film Producer: Antti Kastari (Komia Helsinki)
Director: Teppo Högman (Komia Helsinki)
Media placement: TV Campaign - 2 Spots - Channels MTV3 And MTV3 MAX - 22 October 2011
Media placement: Sampo Bank Freepark Concept - Photos And Other Print - Ski Resorts In Finland - 4 November 2011
Media placement: Billboards And Promotions At Airports - Helsinki-Vantaa Airport And Other Airports In Finland - 9 November 2011
Media placement: Alpine Channel Youtube Films - 4 Videos - Youtube And Alpine Channel Website - 10 November 2011
Media placement: Alpine Channel Website Screenshots - Online - 10 November 2011
Media placement: Smart Phone Application Srceenshots - App Store And Android Market - 10 November 2011
Media placement: Events And Promotions - FIS World Cup Events And Airports - 10 December 2011
Media placement: Brochures, Handouts, Posters, Stands - Events, Promotions, Sampo Bank Offices - 10 December 2011
Media placement: Social Media Seeding Campaign Examples - Social Media, Websites, Forums, Blogs - 14 February 2012

Describe the campaign/entry
The mission of the Sampo Bank sponsorship of the Finnish national Alpine and Freestyle ski teams is to take skiing culture to a new level while reclaiming Sampo Bank's promise of being an active developer of new solutions improving both economic and general well being.

Co-operation focuses on developing inspiring new solutions that facilitate participation in alpine and freestyle skiing as both skier and fan.

The Sampo Bank Alpine Channel is an online video channel where athletes and support crew members share experiences and tips on everything from techniques and gear to diet and training.

The Alpine Bell smartphone app puts it all in the fan’s pockets: the Alpine Channel video library, athletes’ Twitter and Facebook updates, exclusive team news, FIS competition calendars and results info.

The Sampo Bank Freepark is a concept model for ski resorts to provide a new generation of skiers with mini-street, mini-cross and mini-moguls facilities.

Describe how the campaign/entry was launched across each channel in the order of implementation
The main message, "A solid team spurs success: Sampo Bank offers a nation of skiers the tools they need to succeed, both on and off the slopes", is advertised during World Cup television broadcasts, and throughout the season in main airports to catch the target group during their business and ski travel.

Advertising focuses on presenting the action concepts. The Freeparks, Alpine Bell app, and Alpine Channel are concrete, cross-linked tools that bring the umbrella promise to life. For example, learn the fundamentals of mogul skiing from Alpine Channel videos, then practice in the Freeparks; on the lift between runs, get more tips from the app, etc.

All 3 concepts are promoted in social media (seeding campaign), media (PR), promotional events (Finnish World Cup Events and airports), television, Sampo Bank branches and website, on the website of the leading Finnish sports media, MTV3 (banners, campaign page, articles).

Give some idea of how successful this campaign/entry was with both client and consumer
Sampo Bank has succeeded in rapidly building recognition as the main sponsor of the national team and earned the respect of core skiing audiences with its novel ideas and approach.

The first 10 Freeparks at major ski resorts and prominent visibility at airports and on national team clothing has guaranteed target audience exposure.

According to the first viewer survey, the Sampo Bank target audience experiences the Alpine Channel as informative (49%) and interesting (43%). The average site visits lasts over 5 minutes.

The model has generated an extremely positive response: during the first viewer survey, over 53% of the target audience said their impression of Sampo Bank had improved after visiting the Alpine Channel.

“The collaboration between Sampo Bank and the Finnish Alpine Ski Team is one of a kind. It sets a new standard for the future of alpine skiing and athletic sponsorship in general..." Marcel Looze – FIS