World Design Capital Helsinki Promo, Case study KAUKO REMOTELY CONTROLLED DESIGN CAFÉ by Hasan & Partners Helsinki, Perfect Fools

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KAUKO REMOTELY CONTROLLED DESIGN CAFÉ

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Industry Mobile applications
Media Promo & PR, Case study
Market Finland
Agency Hasan & Partners Helsinki
Agency Perfect Fools
Art Director Martin Samuelson
Designer Viktor Watterback
Producer Carlos Naude, Espen Brekkebråten
Released January 2012

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: WORLD DESIGN CAPITAL HELSINKI 2012
Product/Service: DESIGN CAFÉ
Agency: HASAN & PARTNERS
Agency: PERFECT FOOLS
Chief Creative Officer: Ami Hasan (Hasan & Partners)
Excecutive Creative Director: Eka Ruola/Tony Högqvist (Hasan & Partners / Perfect Fools)
Strategist: Tobias Wacker (Hasan & Partners)
Excecutive Technical Director: Bjorn Kummeneje (Perfect Fools)
Creative Leads: Mick Scheinin/Bruno Ribeiro (Hasan & Partners)
Marketing Director: Laura Aalto (WDCH2012)
Creative Lead: Magnus Ericsson (Perfect Fools)
Art Director: Martin Samuelson (Perfect Fools)
Account Director/Account Lead: Barbara Sorsa/Fredrik Heghammar (Hasan & Partners / Perfect Fools)
Executive Producer/Producer: Sivi Uitto/Tamer Mohsen (Hasan & Partners)
Producer: Carlos Naude (Perfect Fools)
Technical Lead: Bjorn Uppeke (Perfect Fools)
Art Assistant: Minna Lairi (Hasan & Partners)
Designer: Viktor Watterback (Perfect Fools)
Programmer: Paula Kreuger/Martin Torhage (Perfect Fools)
Producer: Espen Brekkebråten (Twofatboys)
Film: Martin Hammarberg (Perfect Fools)
Photo Edition: Karl Nord (Perfect Fools)
Co Producer: Patrick Sundberg (Perfect Fools)
Music: Erik Wikholm (Perfect Fools)
Media placement: Press Relase - National Media An International Media - 9 January 2012
Media placement: Event For Bloggers - Hs.fi, City, Finnish Design Blogs - 11 January
Media placement: Press Event For Journalists - TIME, BBC Europe, RT, Hs.fi, National TV Etc. - 24 January
Media placement: Digital PR - Gizmodo, Y!Tech (Yahoo), Curve, BBC Brazil, Estadao.com.br Etc. - 20 January

Summary of the Campaign
World Design Capital Helsinki 2012 (WDCH) wanted to point out that design is everywhere - people just take it for granted.

Anything that makes things work better is design; design is everywhere; it affects everyone and anyone can affect it. It’s important to communicate this thinking, as the year itself isn’t really about anything concrete like events. And we had to do it in a cost-effective way over the whole year.

At the core of the marketing communication is Kauko, a movable café with design anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user. After this, users are directed to share ideas on how to make things work better on the web or using the WDCH mobile application. All of the elements of the campaign (print, outdoor and banners) invited people to try out Kauko. During the year, the café will be moved to different public locations, including a shopping mall in the centre of Helsinki and the biggest fairs in Finland.

We started the campaign by inviting journalists to try out Kauko. A massive amount of publicity about WDCH and the strategic message was generated in the first months, including all major Finnish media, the most viewed video on BBC, hundreds of blogs and web sites, lots of European newspapers and magazines and long articles in inflight magazines of airlines flying to Finland. The amount of PR became news in Finland. In the first 3 months 141,290 unique visitors spent an average of 2:50 minutes on the site.

The Situation
Helsinki was chosen to be the World Design Capital in 2012. As the year is not really about physical events, but ongoing design projects that will finish after the actual year, it was important to raise awareness of what design is, how important it is and how everyone can be involved in the design process. We needed to communicate a way of thinking and popularise design – it’s not just something that concerns the elitistic design elite. This had to be done in a cost-effective way over the whole year – not just 1 campaign.

The Goal
World Design Capital Helsinki 2012 (WDCH) wanted to point out that design is everywhere - people just take it for granted.
And WDCH wanted to make those not naturally interested in design aware that anything that makes things work better is design, design is everywhere, it affects everyone and anyone can affect it.

The Strategy
To get people talking about WDCH and their strategic message(s) and in order to generate PR, we created Kauko – a movable café with design anyone can remotely control in real-time on the web. Users are then directed to share ideas on how to make things work better on the web or by using a mobile application. Kauko is at the core of all marketing communication with all of the elements of the campaign inviting people to try it out. We started the campaign by inviting journalists to try out Kauko; the press events of the World Design Capital Helsinki 2012 are held in the café. During the year, the café will be moved to different public locations and exhibitions, all visited by different target groups and journalists.

Execution
We opened Kauko in a shopping mall in the heart of Helsinki. We began the campaign by inviting journalists from Finland and abroad to try out Kauko and by sending out press releases. All of the campaign elements, including television, print, outdoor, banners and huge posters outside the shopping mall, directed people to the café. Spurred by the PR effect, a major national newspaper (Hufvudstadsbladet) arranged a series of events in the café. In the summer, Kauko will be moved to the biggest exhibition center in Finland where laymen and journalists will visit exhibitions, including the biggest interior design exhibition in Finland, the biggest book fair, a food and wine fair and an extreme car show. Visitors will be numbered in several hundreds of thousands (out of a population of 5m). The venue for the autumn and winter is open but several parties, including a music festival, have expressed interest.

Documented Results
In the 3 first months 141,290 unique visitors spent an average of 2:50 minutes on the site. Kauko generated PR from around the world, including Time, BBC, national Finnish television.

A massive amount of publicity about World Design Capital Helsinki 2012 and the strategic message was generated in the first months, including all major Finnish media, the most viewed video on BBC, hundreds of blogs and web sites, lots of European newspapers and magazines and long articles in inflight magazines of airlines flying to Finland. We even got some publicity about the amount of publicity.