Dna Promo, Case study THE VIRTANEN BAND by Sek & Grey Finland

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Finland
Agency Sek & Grey Finland
Director Markus Virpio
Producer Johannes Lassila
Editor Ben Mercer
Released June 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: DNA
Agency: SEK & GREY
Date of First Appearance: Jun 21 2009 12:00AM
Entrant Company: SEK & GREY, Helsinki, FINLAND
Head of Sales and Marketing: Erik Sylvestersson (DNA)
Department Manager: Joonas Hyyppä (DNA)
Marketing Managers: Niina Ollikka/Petra Kakkola/Sanna Uusitalo/Mikko Knuuttila (DNA)
Strategist: Marco Mäkinen (SEK & Grey)
Client Director: Jaakko Rantala (SEK & Grey)
Creative Director & Copywriter: Jarkko Tuuri (SEK & Grey)
Art Directors: Petteri Vilkki/Juhamatti Murtomäki (SEK & Grey)
Web Planner: Antti Silventoinen (SEK & Grey)
Web Copywriter: Marjo Taura (SEK & Grey)
Account Managers: Pia Dahlman/Pirjo Ylihärsilä (SEK & Grey)
Account Director: Katri Laitinen (Happi Mindshare Finland)
Director: Markus Virpiö (Also Starring)
Producer: Johannes Lassila (Also Starring)
Director of Photography: Daniel Pearl (Also Starring)
Cinematographers: Hena Blomberg/Mikael Gustafsson (Also Starring)
Editor: Ben Mercer (Also Starring)
Video Director: Björn-Axel Sjöblad (Also Starring)
Sound: Tuomas Seppänen
Photography: Jere Hietala/Jussi Hyttinen/Asko Roine
Web Production: (SEK Point/ Byroo)
Music: Teemu Brunila
Media placement: TV Campaign - MTV3, SubTV, Nelonen, Voice, Big Brother - 21 June 2009
Media placement: Music - ITunes, Kiss FM, Radio Rock, Radio Nova, DNA Store - 21 June 2009
Media placement: Cinema - Finnkino - 21 June 2009
Media placement: Print - Helsingin Sanomat, TM, Anna. Me Naiset - 21 June 2009
Media placement: Outdoor - JCDecaux, Clear Channel - 21 June 2009
Media placement: WEB - MTV3.fi, Iltasanomat.fi, Iltalehti.fi,Nelonen.fi, SubTV.fi, HS.fi, Facebook, - 21 June 2009
Media placement: WEB - MySpace, LastFM, IRC-Gallery, Youtube Etc. - 21 June 2009
Media placement: Promotions - Major Summer Events, DNA Stores - 21 June 2009

Results and Effectiveness
3. The band became an overnight sensation. Their single rose to No. 2 on the Finnish charts - this has never happened for an advertising tune. The music video was shown on the music channels and the song was on the radio. The band was interviewed in different media. The campaign got 99% total awareness among the Finnish people and it was well liked. The campaign broke DNA’s word of mouth records. And DNA surpassed its long-term goal, 2 million subscriptions sold.

Creative Execution
2. DNA can offer a better agreement than its two bigger competitors. The creative strategic solution was to dramatise to the extreme the advantage of changing a bad contract for a good one. The idea was a story about a band that has a bad contract with a greedy manager. We created the band’s story from A to Z. The band was marketed like a real one. Their first single was for sale and we made a music video. We made them a web page for different music sites. They were promoted in the press and on the radio. They went on tour and were on Big Brother. On the radio Andy McCoy from Hanoi Rocks talked about them, etc. TV and cinema told the story about the conflict between the band and the manager. Print & Outdoor were more tactical. There was also tactical online, direct and POS advertising.

Insights, Strategy & the Idea
1. The Finnish tele-market is divided between three big operators. Of these, DNA is the smallest. It is a challenger with a very aggressive growth strategy. The market is saturated: there are about 5 million people in Finland and about 8 million phone subscriptions. So if you want to grow, you have to get people to change. But it’s really a low-interest product. Consumers can’t really be bothered about changing their mobile subscription once they have a contract with an operator. In 2009 a recession began in Finland. It gave momentum to DNA’s marketing. This gave rise to the unique insight: Change for the Better. During a recession nobody wants to buy anything new, but changing makes sense, especially if they don’t have to give up anything. For example, it makes sense to change big phone bills for smaller ones.