Nelonen Media Promo, Case study ENTERTAINMENT IS GOOD FOR YOU by 358 Helsinki, Nelonen Media

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Finland
Agency 358 Helsinki
Director Aleksi Salmenperä
Art Director Ale Lauraeus
Copywriter Taro Korhonen, Valtteri Väkevä
Producer Marko Antila, Ykä Nieminen
Photographer Pekka Mustonen
Account Supervisor Milla Kokko
Editor Antony Bentley
Agency Nelonen Media
Released October 2010

Credits & Description

Category: Best Localised Campaign
Product/Service: TV CHANNEL
Agency: 358 HELSINKI
Date of First Appearance: Oct 25 2010
Entrant Company: 358 HELSINKI , FINLAND
Creative Director: Ale Lauraéus (358)
Copywriter: Taro Korhonen (358)
Art Director: Ale Lauraéus (358)
Agency Producer: Roosa Rudkiewicz (358)
Account Supervisor: Milla Kokko (358)
Advertiser's Supervisor / Marketing Director: Heini Häyrinen (Nelonen Media)
Producer: Marko Antila/Ykä Nieminen (Mjölk)
Director: Aleksi Salmenperä (Mjölk)
Director of Photography: Mika Orasmaa
Lightning: Ake Arminen (Valofirma)
Editor: Antony Bentley
Sound Design / Arrangement: Karo Broman (Toast Post)
Postproduction: (Toast Post)
Marketing Manager: Arja Oikarinen (Nelonen Media)
Photographer: Pekka Mustonen
Graphic Designer: Mark Nurmi (358)
Copywriter: Valtteri Väkevä (358)
Graphic Designer: Harri-Pekka Savolainen (358)
Media placement: TV Campaign - TV 4 - 25.10.2010
Media placement: Online Banners - Finnish Websites - 27.10.2010
Media placement: Print Advertisements - Finnish Newspapers - 25.10.2010

Insights, Strategy & the Idea
Our Client, TV channel Nelonen, wanted to refresh their brand and simply get more viewers. Basically our target audience was the Finnish general public.
Nelonen is all about entertainment. The Finns are known to be hard-working. So there’s a conflict there. Our insight was to build on that conflict.
We decided to appeal to the core of the Finnish nature, the protestant work ethics. The Finns are chasing achievements all the time, also on their spare time and even on holiday. To launch the new communication concept we created a new slogan for the client: Entertainment is good for you.

Creative Execution
Nelonen being a TV channel we started from television. We produced a film to launch the new slogan. A film that sets Finnish protestant work ethics in a different light. We made the Finns think what do we achieve with all this work.

Then we invited people to tell their best, most ridiculous, weirdest, etc. achievements in banners. To leave them there and start having fun instead.

Results and Effectiveness
In the Internet 12,5 % of people who saw the banner clicked on it. (The average click percentage is under 0,2 %.) These 365,028 people spent an average of 8 minutes 51 seconds with the banner. And all this time they were thinking of their futile achievements and how much they could have enjoyed themselves while chasing those achievements.

And even more importantly Nelonen’s coverage as a TV channel rose from 50,2 % to 70,6 % within the campaign period.