To build interest in flying Finnair via Helsinki, we connected the top skateboarders from around the world and gave them access to the “unskatable” Helsinki Airport. This created a framework for branded content that was distributed via various online platforms.
Few people know where Finland is and even fewer know we have an airport that’s the fastest connection between East and West. This makes Finnair and Helsinki Airport challenger brands that can't afford to compete with the big international competitors' media budgets.
Tap into a grassroots movement with extensive access to pop culture – give top skateboarders a chance to do what has been done only in the Tony Hawk computer game. Gaining hard-core credibility led to mainstream desirability.
Our strategy was to aim tight and hit wide. With the carefully chosen theme of skateboarding, we had enormous seeding power for our content from the beginning. Instead of bought advertising we focused on creating relevant content, monitoring earned media developments and reacting along the way. Soon our campaign was picked up by several big media outlets and the campaign started to live in its own ecosystem.
The campaign was a viral hit, reaching 118 countries and generating more than 110 million earned media impressions – this means over €2.8 million in PR value. In the end 75% of all impressions came from earned media and people’s own shares and engagement with our content reached an audience of 46 million.
- 118 countriesreached
- 110 millionearned media impressions
- 2.8 million euro in PR value
- audience of 46 million peoplereached