Helsingin Sanomat Promo, Case study SUGGESTION BOX by Hasan & Partners Helsinki

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SUGGESTION BOX

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Industry Newspapers
Media Promo & PR, Case study
Market Finland
Agency Hasan & Partners Helsinki
Director Oskar Bard
Executive Creative Director Eka Ruola
Art Director Ossi Honkanen
Copywriter Timo Iivari
Producer Anna Persson
Released October 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: SANOMA NEWS OY, HELSINGIN SANOMAT
Product/Service: HELSINGIN SANOMAT NEWSPAPER
Agency: HASAN & PARTNERS
Date of First Appearance: Oct 8 2010
Entrant Company: HASAN & PARTNERS, Helsinki, FINLAND
Entry URL: http://www.hasanpartners.fi
Copywriter: Timo IIvari (hasan & partners)
Copywriter: Eka Ruola (hasan & partners)
Art Director: Ossi Honkanen (hasan & partners)
Account Executive: Gustaf From (hasan & partners)
Production Manager: Johanna Leppänen (hasan & partners)
Creative Director: Eka Ruola (hasan & partners)
Director: Oskar Bård (Hobby Film)
Producer: Anna Persson (Hobby Film)
Director of Photography: Kjell Lagerros
Post Producer: Ville Lepistö (Talvi Digital Oy)
Post Supervisor on set, Grading: Henri Pulla (Talvi Digital Oy)
Client: Caroline Lilius (Sanoma News Oy / Helsingin Sanomat)
Client: Sari Jussila (Sanoma News Oy / Helsingin Sanomat)
Client: Terhi Vaalavuo (Sanoma News Oy / Helsingin Sanomat)
Executive Creative Director: Eka Ruola (hasan & partners)
Media placement: TV Campaign - TV Nelonen - 8 October 2010
Media placement: Internet - HS.fi - 4 October 2010
Media placement: Print - HS, Nyt, Ilta-Sanomat, Metro, Vartti - 4 October 2010
Media placement: Direct Marketing - . - 4 October 2010
Media placement: Cinemas - . - 8 October 2010
Media placement: Event MArketing - Shopping Centers, Railways Station - 4 October 2010

Insights, Strategy & the Idea
Helsingin Sanomat is the biggest newspaper in Finland and the most important media in the city of Helsinki. With this campaign HS wanted to underline it's role as an active channel for the citizens of Helsinki. Every city has it flaws. By reading the newspaper, you more about these flaws and you can take part in discussions. We created a virtual Suggestion Box to which people write their initiatives on how the city could be better.

Creative Execution
The strategic solution was to get people to understand the importance of Helsingin Sanomat by engaging them to look actively look at the city. We created a TV commercial in which famous Finnish conductor Leif Segerstam writes his initiative. Then we printed that initiative on the newspaper. The we created a print campaign of the possible flaws in the city. In the very core of the campaign we had the virtual Suggestion Box in the web for the initiatives. Inspired by the TV we planted 580 trees in the outdoor poster media. And we used real initiatives by real people in the banner ads.

Results and Effectiveness
We got a thousand initiatives and over 36 000 people voting for and against them. And what's best, we sold over 16 000 Helsingin Sanomat 7 day subscriptions. Also, the campaign site was so liked that it became part the digital dimension of the brand.