FINNLAND THE WORLDS SMALLEST COUNTRY by Apt, Finn.no for Finn.no

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FINNLAND THE WORLDS SMALLEST COUNTRY

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Industry Online Retail & E-stores
Media Promo & PR, Case study
Market Norway
Agency Apt
Creative Thorbjorn Ruud, Sebastian Prestø, Anders Holm, Petter C. Bryde
Agency Finn.no
Released January 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: FINN.NO
Product/Service: ONLINE MARKETPLACE
Agency: APT
Agency: FINN.NO
Date of First Appearance: Jan 15 2011
Entrant Company: APT, Oslo, NORWAY
Entry URL: http://www.judgehere.no/finnland/
Creative: Anders Holm (Apt)
Creative: Sebastian Prestø (Apt)
Creative: Petter Bryde (Try)
Creative: Thorbjørn Ruud (Try)
Account Manager: Ole Hustad (Apt)
Project Manager: Annette Werner (Apt)
Web Designer: Eric Lauritzen (Apt)
Developer: Anders Stalheim Øfsdahl (Apt)
Production: (Seefood TV)
Media placement: Internet - Finn.no - 15.th Of Jan 2011

Insights, Strategy & the Idea
FINN.no is the biggest online marketplace for Classified ads in Norway. In addition to being a marketplace for used stuff, cars and housing, FINN is also great for travel-booking, jobs, and hiring carpenters. But while the marketplace is well known, the other services are not as widely recognised. We needed an idea that would familiarise Norway with the whole range of FINN.no’s services.

Insight: Since FINN.no has everything, shouldn’t it be possible to live only through FINN?

We decided to find out, so we bought a run down apartment in Oslo and named it FINNland – the smallest country in the world. Through a national campaign we recruited a couple willing to put their normal lives on hold and move to FINNland for six months.

Their task: build a new life, fix the apartment, and survive while doing it – all through FINN.no.

Creative Execution
The project was documented on the campaign site finn.no/finnland and backed by radiospots, TV commercials and banners. On the site, the couple posted several blog-posts a day. Twice a week we added videos where you followed the couple fixing the apartment, buying food and other necessities through finn.no, or competing in FINN-related challenges. The challenges required our couple to use the whole range of FINN’s services, thereby familiarising our audience with FINN.nos possibilities. If they won a challenge, the apartment would be upgraded. If they lost – it would be downgraded. For example if the couple sold a yacht in 2 hours they would get a new walk-in-closet. If they lost, the room would be filled with thousands of colourful balls. Through polls, the audience made decisions on the couples behalf, for example how they should decorate the bedroom, or what kind of pet they should get. They got a mini-pig.

Results and Effectiveness
Halfway into the campaign, the site has been visited by 10% of the Norwegian population – more than 500,000 unique users. These users have spent 50,000 hours watching branded content. During the campaign, FINN.no has also set an all-time-high visitor-number for their service with 29 million page-views in a single day. There was no contest, or prize to win. They all came to see a young couple living the brand.