— F-SECURE
Global enterprise cyber security service launch
— MY ROLE
Target group insight
Brand Strategy
Creative Concept design
Campaign Strategy
Creative planning
Film script development
Marketing plan creation
Event activation planning
Social media content planning
Web site design &
UX planning w. the AD
Visitor engagement planning
Client contacts & co-creation w. the client's teams (product, tech, content marketing, PR & event)
— RESULTS
High-quality leads from new target groups
___________
The Fellows at F-Secure have always fought against the bad was the first brand insight we came up with while developing our pitch concept. The second was that even though the fight is constant, in the end F-Secure finds themselves one step ahead of the criminal mind.
We won the pitch to launch the enterprise-grade cyber security service that combines the skills of man and machine. We got the honour to develop a new brand strategy and positioning for their B2B brand and full-blown content communication platform that had activation elements for partners (existing and new), the media and of course the decision makers and their influencers. We also engaged the personnel to co-plan and develop the content with us.
The cyber security category is fiercely competed and we needed to find a way to separate the client's brand from the competition to create thought leadership and to generate quality marketing and sales leads.
Based on our target group insight work we knew that the target group wants to consume popular culture. We designed our content with that in mind to make the brand stand out from the competition. (You can perhaps spot some nods to Mr. Robot and Mindhunters from the films.)
The campaign consisted of two films, several short versions of it for marketing in social media and own media, web site to test your cyber security skills together with content designed for every step of the marketing and sales funnel. The campaign was launched with our hacker hijacking the London press event. Watch the stunt in the carousel above after the case film. (You might spot a familiar artist performing the hacker…)
Watch the films: The Love Letter & Mark_1975
One step ahead of he criminal mind.
Nokia Pass it on
A unique social photography experiment
— NOKIA – PASS IT ON
Nokia Lumia 1020 smartphone
content marketing campaign
— MY ROLE & PARTICIPATION
Creative Concept planning
Campaign strategy
Creative planning
Social media strategy
— RESULTS
Exceeded the traffic targets +300% with -40% of the usual quality lead price
___________
Advertising, so often, is about control as much as it is about creativity. Control of a brand, control of public perception, control of the process. We decided to let go and play loose with our project for the Nokia 1020 smartphone. 30 phones were distributed around the world to volunteers in 30 cities who were urged to take photos with it then pass it on to someone else. Through the social experiment, we wanted to bring the concept of shareability offline and into the streets.
30 Nokia Lumia 1020's were sent to the following cities:
Düsseldorf, Jakarta, New York, San Francisco, Sao Paulo, London, Hong Kong, Sydney, Stockholm, Milan, Amsterdam, Brussels, Buenos Aires, Ho Chi Minh City, Madrid, Mexico City, Johannesburg, Moscow, Istanbul, Zurich, Warsaw, Santiago, Delhi, Shanghai, Helsinki, Singapore, Paris, Dubai, Beirut and Almaty.
It ended up being the most successful online campaign for Nokia/Microsoft to that date. It exceeded the traffic targets by threefold and each quality traffic was -40% less costly. Read more at LBBOnline.
C'mon don't keep it to yourself. Pass it on.
The Breath Holder
Campaign against children's second hand smoking
— THE BREATH HOLDER
Finnish Cancer Association's response to the alarming rate of parents that still smoke in the presence of their children
— MY ROLE & PARTICIPATION
Creative Concept planning
Campaign strategy
Web site content planning
Social media, influencer and PR strategy & campaign seeding plan
— RESULTS
Discussion around the topic raised as a media discussion for several weeks in leading media globally
______________
Children have limited opportunities to influence the choices their parents make. Whereas parents have every opportunity to make the right choice for their children's wellbeing.
When a parent smokes in the presence of their children it’s important to remember that every cigarette the parent smokes, the child also smokes. Cigarette smoke at home is a completely unstoppable opponent.
This film illustrates the child’s point of view of passive smoking. We tell the heartfelt story of a boy who fights against passive smoking with the only means within his reach. We also created social media and web site content that supported the parents to think about their children and helped them to quit smoking. Watch the film in the carousel above after the campaign board.
If children could decide, they wouldn’t smoke.
Domino
Brand renewal of the Finnish national biscuit
—DOMINO BRAND RENEWAL
Heritage biscuit brand delicately updated while nodding to the Finnish
design & culture
— MY ROLE
Competitor benchmark & Kraft Foods Ltd. war game participation
Consumer Insight & research insight
Brand development workshop planner, facilitator and participant
Brand strategy
Brand core & tag line creation
Creative Concept planning
Campaign strategy
Account direction
— RESULTS
Sales increased by +19% in the following quarter after the campaign period
____________
Domino is the national heritage biscuit that everyone remembers from their childhood. In its' 60-years of existence it had gotten little bit dusty and brand needed a bit of attention to be even more relevant to face the competition, e.g. Oreos and the white label copies. We found out the brand love was still somewhat there, it just needed to be brought back to the light.
We nodded to Domino’s history by recomposing the Domino melody with the help of renowned Finnish composer Kim Kuusi. In the graphic design we got inspired by the line use of the famous Finnish designer Alvar Aalto.
Even the new tag line is inspired by something very Finnish, our national anthem. The tag line is still in use (2019).
Ei keksiä rakkaampaa – No biscuit is loved more.
Rumpunen
First fake-vlogger used in youth behaviour campaign
— CANCER ASSOCIATION
Campaign against teenager smoking
— MY ROLE & PARTICIPATION
Target group insight
Creative Concept design
Campaign Strategy
Creative planning
Film script development
Marketing plan creation
Social media, influencer and PR strategy & seeding plan
Influencer and band collaboration marketing plans
Social media content planning
Visitor engagement planning
Client contacts
— RESULTS
Target group social media engagement exceeded all set targets
___________
Let’s start by stating the obvious fact. Teens do not believe anything that authorities (parents, teachers and let alone health professionals) tell them.
We were tasked by Finnish Cancer Association to create a campaign that informs teens not to start smoking in their most vulnerable age of 14-16. To come up with a universally true insight and to be able to draft a crisp creative brief, we used Creative Business Idea -thinking framework.
We also asked kids in schools to help us out and draw and write what does a popular kid look like. We asked them to do the same with an unpopular kid. We noticed that popular kids wore better clothes and they were disappointingly often drawn with a cigarette in their hand. Unpopular kids were shown in ragged and smelly clothes.
We came up with the idea of combining those two opposites, by depicting that smoking is a very outdated habit. To embody this, we created a loser-like fake individual, who vlogs* from his room, who does not take care of himself and does not seem to be interested in his future and still lives with his mom. AND he chainsmokes like a chimney, so much so, that even his cat has developed asthma and his speaking is constantly interrupted by horrendous coughing.
The results were amazing, the views, the shares, the participation, the amount of health and future advice the teens gave our Rumpunen character was heartwarming to see. Based on this experiment, we have nothing to worry about, our future is secured ;) Watch the case film above.
*At that time the Finnish word “tubettaa” was not invented yet.
**Sorry, the case film is only in Finnish, and no English subtitles yet.
Valentine’s Day
A social on- and offline celebration of friendships
—DOMINO VALENTINE'S DAY
Celebration of friendship on- and offline
— MY ROLE
Consumer Insight
Creative Concept planning
Campaign strategy
Social media, influencer and PR strategy & seeding plan
Event planning & supervising the event agency
Account Direction
— RESULTS
Target group on- and offline engagement exceeded all set targets
In Finland we celebrate friendships at Valentine’s Day, we actually call it “The Day of the Friendships”. We proactively suggested to our client that they should claim some ownership of the day, since Domino was anyway firmly talking about love in the renewed brand taglined “Ei keksiä rakkaampaa – No biscuit is loved more”.
Domino invited hundreds of friends to share their friendship stories at malls, in radio channels, in social media and at the Domino web site. As a gift the friends got their hands photographed and their unique stories portrayed in heartfelt pictures. The best pictures were also later used in Domino brand advertising.
We tweaked the Domino tag line a bit to fit the Friendship Day’s mood. <3
Ei ystävää rakkaampaa – No friend is loved more.