|Industry||Culture, Leisure & Sport, Shows, Events & Festivals|
|Media||Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Case study|
|Agency||Sek & Grey Finland|
|Effie Awards 2011|
|The Winners||Leisure & Entertainment||Silver|
Credits & Description
Finnair’s challenge seemed impossible: get frequent business class flyers to choose Finnair to fly to Asia over more traditional, well known airlines. The objectives were to get Finnair noticed and remembered by people who frequently fly to Asia on their preferred airline; to build credibility for an unfamiliar airline from Finland and ultimately get Finnair on their consideration list; and do all this with a fraction of the budget of the competitors. The starting point was challenging, as before the campaign Finnair was poorly known by the C-level business audience. According to the target group surveys in Manchester and Düsseldorf, Finnair’s spontaneous awareness, preference and consideration were 0%. Focusing on local heroes who hail from Germany and England’s second cities, a campaign developed which made Finnair one of the key players in the two target cities-the second most preferred airline to Asia in both Manchester and Dusseldorf. In Manchester, business class sales grew by 79% and Finnair saw a historic increase in sales by 123%, truly succeeding in achieving their ambitious objectives. After the success of Local Heroes Manchester & Düsseldorf, the concept has been implemented in Stockholm, Beijing, Shanghai, Hong Kong, Singapore and Seoul.