Helsingin Sanomat DM MANY WAYS TO READ HELSINGIN SANOMAT by Hasan & Partners Helsinki

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MANY WAYS TO READ HELSINGIN SANOMAT

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Industry Newspapers
Media Direct marketing
Market Finland
Agency Hasan & Partners Helsinki
Director Nalle Sjöblad
Creative Director Eka Ruola
Art Director Ossi Honkanen
Copywriter Timo Iivari
Released January 2011

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: SANOMA NEWS OY, HELSINGIN SANOMAT
Product/Service: NEWSPAPER
Agency: HASAN & PARTNERS
Date of First Appearance: Jan 10 2011
Entrant Company: HASAN & PARTNERS, Helsinki, FINLAND
Entry URL: http://www.hasanpartners.fi
Art Director: Ossi Honkanen (Hasan & Partners)
Copywriter: Eka Ruola (Hasan & Partners)
Creative Director: Eka Ruola (Hasan & Partners)
Account Manager: Gustaf From (Hasan & Partners)
Production Manager: Johanna Leppänen (Hasan & Partners)
Director: Nalle Sjöblad (Also Starring)
Production Manager: Johannes Lassila (Also Starring)
Account Executive: Caroline Lilius (Sanoma News Oy / Helsingin Sanomat)
: Terhi Vaalavuo (Sanoma News Oy / Helsingin Sanomat)
: Sari Jussila (Sanoma News Oy / Helsingin Sanomat)
: Meri Asikainen (Sanoma News Oy / Helsingin Sanomat)
Copywriter: Timo Iivari (Hasan & Partners)
Media placement: Internet - HS:fi/digilehti - .10 January 2011
Media placement: Print Ads - Helsingin Sanomat - .10 January
Media placement: Direct mail - Mail - .5 January
Media placement: Banner ads - HS.fi - .10 January

Describe the brief/objective of the direct campaign.
We wanted to attract both existing and new customers.

The strategy of the campaign was first to send a direct mail piece for the readers of Helsingin Sanomat newspaper. In that campaign we presented all the possible ways to read the newspaper. The creative idea used in the direct mail piece formed a basis for the whole creative idea of the campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to concretely show how Helsingin Sanomat newspaper can be read. In the creative element we showed either by presenting (print) or folding the newspaper to the size of its new terminal device. This was relevant, since we wanted to underline that it is the same newspaper content form the traditional paper, not a "digital" content. We got a lot of people to subscribe the try-out subscription: objective 9000, result 18000.

Explain why the creative execution was relevant to the product or service.
The campaign presented in an interesting way all the possible ways to read the newspaper. For example the direct mail piece started as an "iPhone" and the in unfolded to be an iPad a laptop and finally a page of the newspaper – clearly showing every instrument that take you to the journalistic content of Helsingin Sanomat.
We also printed the advert in magazines and created a video banner online.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The objective of the campaign was to get 9000 try-out subscriptions. We doubled that objective by getting over 18 000 subscription. The overall attention value of the campaign based on a campaign survey was over 70 per cent.