FORUM WITH ANNI & FANNI by Taivas Ogilvy Helsinki for Forum Shopping Mall

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FORUM WITH ANNI & FANNI

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Finland
Agency Taivas Ogilvy Helsinki
Art Director Jyrki Poutanen
Copywriter Timo Silvennoinen
Producer Juha Takanen, Lilli Blomberg
Photographer Mikko Ryhänen
Account Supervisor Kirsti Lehmusto, Timo Julkunen, Peggy Bauer
Released August 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: FORUM SHOPPING CENTRE
Product/Service: SHOPPING CENTRE
Agency: TAIVAS
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: TAIVAS, Helsinki, FINLAND
Entry URL: http://www.forum.fi
Art Director: Jyrki Poutanen (Taivas)
Account Supervisor: Peggy Bauer (Taivas)
Copywriter: Timo Silvennoinen (Taivas)
Project Planner: Nonna Nokkosmäki (Taivas)
Planner: Anna Moilanen (Taivas)
Account Supervisor: Timo Julkunen/Kirsti Lehmusto (Taivas)
Forum Inhabitants: Anni Riit'aho/Fanni Suvila
Graphic Designers: Teemu Jäppinen/Fredrik Sturmer/Gregoire Thomas (Taivas)
Speaker: Jason Ramsey
PR: Susanna Kivisilta (Right Hand Company)
Web Development: Harri Kilpiö (Taivas)
Web Development: Mikko Alander (Playa Mobile)
Marketing Director: Anne Ahlgren (Forum)
Administration: Minna Paakkola/Sanna Regwan (Taivas)
Photographer: Mikko Ryhänen
Mall Director: Lars Eklundh (Forum)
Producer: Lilli Blomberg (Kassette)
Producer: Juha Takanen (Kassette)
Production Coordinator: Johanna Tarvainen (Kassette)
Camera/Editing: Harri Kärkkäinen (Kassette)
Media placement: Led Screen - On The Forum Wall - 1.8.2009
Media placement: Television - MTV3 - 1.8.2009
Media placement: Earned Press - Major Newspapers & Magazines - 1.8.2009
Media placement: Web - Forum.fi - 1.8.2009
Media placement: Web - Major Newspapers - 1.8.2009
Media placement: Live Action - Forum Shopping Center - 1.8.2009
Media placement: Outdoor - A&F Car - 1.8.2009
Media placement: Fashion Blogs - Major Fashion Blogs - 1.8.2009
Media placement: PR - Press Releases - 1.8.2009
Media placement: Press - Helsingin Sanomat - 1.8.2009

Results and Effectiveness
Anni & Fanni’s life was followed by the most important national media from newspapers and magazines to radio and TV broadcasters. Before A & F even actually moved in, their interview was the most watched video on the Helsingin Sanomat (Nordic’s biggest newspaper) website, surpassing everything from political news to sports. People talked about Forum and saw it with new eyes. Forum entrepreneurs were very happy about the new approach to marketing, and willingly participated in the campaigning, becoming one big, enthusiastic family. Anni & Fanni campaigning doubled Forum’s website visits and quadrupled the time spent with the brand. Forum made fans.

Creative Execution
We used the whole Forum as media. At forum.fi new videos, images and texts were published on a daily basis, as Anni & Fanni actively blogged about their daily lives. Their everyday presence in Forum’s shops and other spaces formed one channel in itself. A huge LED screen was built on the Forum wall, so that hundreds of thousands of passers by could follow Anni & Fanni and their life in Forum. Anni Fanni also “kidnapped” Forum’s yearly campaigns, such as “Price Circus” in October and Christmas shopping towards the end of the year. During these bigger traditional campaign bursts, Anni & Fanni appeared also in television and in the major newspapers. The main channels were Forum (website and the actual building inside and outside) and PR– we wanted to work in the context of popular culture and genuinely interesting things. We brought Forum from static advertising to live action.

Insights, Strategy & the Idea
Forum is a shopping mall right in the middle of downtown Helsinki. It has existed for decades, becoming a spot that everyone knows, but nobody sees. New shopping malls and stores have been appeared around it, making Forum all the easier to forget. We wanted to bring life and interest back in. In movies the magic of department stores is highlighted after closing time, when someone is accidentally stuck in for the night. We did this in real life, recruiting two young women, Anni & Fanni, to live in Forum for 5 months, fall 2009. All of Forum was their home. A miniature design house was built to be their bedroom. All the fashion stores were Anni’s and Fanni’s walk-in closet, restaurants their kitchen, etc. A & F did not only live in Forum – their job was to report their life and shopping in videos, texts and images at forum.fi.