Helsingin Sanomat Print NYT BATTLE by 358 Helsinki

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Industry Newspapers
Media Print, Magazine & Newspaper
Market Finland
Agency 358 Helsinki
Copywriter Valtteri Väkevä
Producer Petra Yli-Hemminki, Roosa Rudkiewicz
Photographer Riku Pihlanto, Pekka Mustonen
Released March 2012

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: NEWSPAPER
Agency: 358 HELSINKI
Creative Directot/Art Director: Ale Lauraéus (358 Helsinki)
Copywriter: Valtteri Väkevä (358 Helsinki)
Account Manager: Robert From (358 Helsinki)
Strategist: Milla Kokko (358 Helsinki)
Account Manager: Panu Norlund (358 Helsinki)
Producer: Roosa Rudkiewicz (358 Helsinki)
Producer: Petra Yli-Hemminki (358 Helsinki)
Graphic Designer: Pol Solona (358 Helsinki)
Graphic Designer: Mark Nurmi (358 Helsinki)
Video Director/Editor: Tuukka Lappalainen (Tres Papricas)
Photographer: Riku Pihlanto (Riku Pihlanto)
English Copywriter: Jonathan Mander (358 Helsinki)
Digital Agency: (Byroo)
Still Picture Retouching: (Fake Graphics)
Photographer: Pekka Mustonen
Vice President, Marketing: Carolinen Lilius (Sanoma News/Helsingin Sanomat)
Marketing Manager: Sari Jussila (Sanoma News/Helsingin Sanomat)
Marketing Manager: Terhi Vaalavuo (Sanoma News/Helsingin Sanomat)
Media placement: Video Clips 41 Pcs - Youtube, Facebook, Campaign Site - 6.4.2012
Media placement: Print Advertisements - Newspapers, Magazines - 10.4.2012
Media placement: Online Banners - Internet - 10.4.2012
Media placement: Facebook Advertising - Internet - 10.4.2012
Media placement: Campaign Site - Internet - 10.4.2012
Media placement: Event - Streets Of Helsinki - 24.3.2012

Describe the objective of the promotion.
The Nyt Battle was organised to bring to life Nyt magazine's concept 'Right here, right now'. It took place in Helsinki on a lively Saturday. The 3 teams led by well-known, active figures in the city completed tasks in the centre of the city and were noticed with their big Nyt banners. It created an instant buzz around town as well as online. Passers-by took photos, posted them on Facebook and Twitter sparking instant discussions. The Nyt Battle made the city a better place to live right here, right now.

Describe how the promotion developed from concept to implementation.
The concept of Nyt, the weekly supplement of Finland's largest daily Helsingin Sanomat, is 'Helsinki lives right here, right now'. We brought the concept to life by organising a real life game, the Nyt Battle, that took place in Helsinki. Three teams threw themselves into the city and completed tasks they were given on the day. It created a buzz around town as people were activated in the streets. Existing and potential subscribers were activated with articles and ads in Nyt, ads on Facebook and posts on Nyt.fi, Nyt's Facebook page and by team leaders on their pages.

Explain why the method of promotion was most relevant to the product or service.
The Nyt Battle made Helsinki a better place to live right here, right now. It involved people in the city during the battle itself and afterwards online. It brought to life what Nyt aims to do weekly in the printed magazine and daily on Nyt.fi. The Nyt Battle encouraged people to throw themselves into the city and make the most of it. It succeeded in making Nyt and Helsinki more interesting.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign increased visits to the Nyt.fi site by 30% to about 100,000 in the first week. The target of new subscriptions was met, including a substantial increase in subscriptions via mobile, which has proved to be very challenging in past campaigns. The content gathered 32,000 unique visitors, with an estimated reach of over 15% of the entire target group (18-34 living in the Greater Helsinki region).