Sanoma Magazines Promo, Case study SUPPORTERS FROM FINLAND by Hasan & Partners Helsinki

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SUPPORTERS FROM FINLAND

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Industry Magazines
Media Promo & PR, Case study
Market Finland
Agency Hasan & Partners Helsinki
Director Nalle Sjöblad
Executive Creative Director Eka Ruola
Creative Director Anssi Järvinen
Art Director Mikael Nemeschansky
Copywriter Lasse Paasto
Photographer Pekka Mustonen
Released September 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: SANOMA NEWS
Product/Service: SPORTS MAGAZINE
Creative Director: Anssi Järvinen (hasan & partners)
Art Director: Mikael Nemeschansky (hasan & partners)
Copywriter: Lasse Paasto (hasan & partners)
Production Manager: Liisa Frick (hasan & partners)
Production Manager: Antti Zetterberg (hasan & partners)
Account Executive: Jussi Lindholm (hasan & partners)
Executive Creative Director: Eka Ruola (hasan & partners)
Director: Nalle Sjöblad (Also Starring)
Production Manager: Johannes Lassila (Also Starring)
Photographer: Pekka Mustonen
Client: Linda Rosti (Sanoma News Oy/Veikkaaja)
: Teemu Neiglick (Toinen)
: Jani Halme (Toinen)
: (!noob Digital)
Media placement: Print - Ilta-Sanomat - 24.5.11
Media placement: Print - Helsingin Sanomat - 24.5.11
Media placement: Print - Metro - 24.5.11
Media placement: Print - Veikkaaja - 25.4.11
Media placement: Print - Ilta-Sanomat TV - 25.4.11
Media placement: Banners - Google - 24.5.11
Media placement: Banners - Spotify - 24.5.11
Media placement: Banners - Google Search - 24.5.11
Media placement: Website - Flickr - 24.5.11
Media placement: Website - 24.5.11 - Facebook
Media placement: Internet - IS.fi - .

Summary of the Campaign
Objective: Veikkaaja is the biggest Sports Magazine in Finland. Every summer as football season starts, the sales dip. Veikkaaja needed to boost both football and sales.

Insight: Finland is not a Great Football nation, but a Great Nation of Sports Fans
It was time for the Football World Cup. But again, Finland was not playing in the Final Tournament and Finnish Fans were cheering for other nations as they would have been their own.

Idea: We gave birth to an imaginary entrepreneur and his company that sold Finnish Football Fans who had no team of their own to cheer for. People volunteered as fans and were promised a chance to get to South Africa to cheer for their favorites. Later on Veikkaaja claimed its role as a proud sponsor of the company.

Results: Many thousand registered fans got a special deal and subscribed to
the magazine, resulting in sales increase against the usual trend. A brand that had no previous connection to the football community, was now an active part of it.

The Situation
Veikkaaja is the biggest Sports Magazine in Finland. Every summer as football season starts and ice-hockey season ends, the sales dip. Veikkaaja needed to boost both football and sales.

The Goal
Finland is not a Great Football nation, but a Great Nation of Sports Fans
It was time for the Football World Cup. But again, Finland was not playing in the Final Tournament and Finnish Fans were cheering for other nations as they would have been their own. We needed to boost both football and sales.

The Strategy
We gave birth to an imaginary entrepreneur and his company that sold Finnish Football Fans who had no team of their own to cheer for. People volunteered as fans and were promised a chance to get to South Africa to cheer for their favourites. Later on Veikkaaja claimed its role as a proud sponsor of the company.

Execution
We gave birth to an imaginary entrepreneur and his company that sold Finnish Football Fans who had no team of their own to cheer for. People volunteered as fans and were promised a chance to get to South Africa to cheer for their favorites. Later on Veikkaaja claimed its role as a proud sponsor of the company.

Documented Results
Many thousand registered fans got a special deal and subscribed to
the magazine, resulting in sales increase against the usual trend. A brand that had no previous connection to the football community, was now an active part of it.