RIGHT AD IN WRONG NEWSPAPER by Hasan & Partners Helsinki for IFK HOCKEY

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RIGHT AD IN WRONG NEWSPAPER

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Industry Games
Media Promo & PR
Market Finland
Agency Hasan & Partners Helsinki
Art Director Mikael Nemeschansky
Released November 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: IFK HOCKEY
Product/Service: HOCKEY GAME
Agency: HASAN & PARTNERS
Date of First Appearance: Nov 22 2009 12:00AM
Entrant Company: HASAN & PARTNERS, Helsinki, FINLAND
Creative Director and Copywriter: Anssi Järvinen (Hasan&Partners)
Art Director: Mikael Nemeschansky (Hasan&Partners)
Project Manager: Antti Zetterberg (Hasan&Partners)
Marketing Director: Roland Calrsson (IFK hockey)
Marketing Director: Jukka Valtanen (IFK hockey)
Marketing Director: Aku Vikström (Mars Finland)
Media placement: Newspaper - 1 Ad - Aamulehti - 22.11.2009

Describe the objective of the promotion.
The recession could be seen in the audiences of Finnish ice hockey teams like IFK. Our mission was to stop the decrease in the ticket sales. But our budget was very small and there was no way to do a big campaign.

Describe how the promotion developed from concept to implementation
Ice Hockey is by far the most popular sport in Finland. When the teams from Helsinki and Tampere meet, there´s a lot of tension in the air many days ahead. Mr. Tuukka Mäntylä from Tampere is a notorious defender from team Tappara. After sending several players to the hospital and getting banned from many games, you could say he wasn´t a very pleasent guy. The solution: Right newpaper ad in the wrong city

Describe the success of the promotion with both client and consumer including some quantifiable results
Our cordial invitation became the number one talk among sports people: • 8% of all discussions in the Web in Finland was about our newspaper. • It was mentioned in the web over 1000 times! • There was a 110 discussions going on at the week of the match And most importantly: For the first time that season every single seat was sold. Over 1 000 tickets more than average! (over 15% more). And it had positive effect for future games too. Oh yes... Mr. Tuukka Mäntylä has learned a lesson too. He plays a clean game, like a saint.

Explain why the method of promotion was most relevant to the product or service
So to promote upcoming event, we didn´t put an ad into our local newpaper in Helsinki as you would normally do. We put it in the Tampere local paper and invited the bad boy of Ice Hockey to Helsinki subtitled: WELCOME TO HELSINKI, TUUKKA. We didn´t expect to see lot of folks from Tampere in Helsinki, but rather we were looking for some buzz. And of course getting the people in Helsinki to the match.