Brand Experience and Activation > Use of Promo & Activation
HELSINGIN SANOMAT EMOTION CUBE
HASAN & PARTNERS, Helsinki / undefined / 2013
Overview
Credits
Overview
ClientBriefOrObjective
Helsingin Sanomat is the biggest newspaper in Finland. One of the reasons why people don’t subscribe to it is that they feel they can get news for free online. The brief was to make clear the difference between free online news on one hand and quality, in-depth journalism on the other. And to do so in a way that activates both free sampling of the product and trial subscriptions.
Implementation
The insight was that true stories awaken the biggest emotions. We set out do demonstrate that journalism triggers real emotions all the time. To do this, we placed a 4 meter tall psychotropic emotion cube in the heart of Helsinki. We invited people to try it out with advertising featuring emotional journalistic content. Online, users could read content and choose which colour-coded emotion it made them feel. The chosen emotion lit up the cube in real-time. Instead of just liking, the users shared the content with the emotion it made them feel.
Outcome
25 % of the people of the greater Helsinki area saw the cube in action. The site had over 50,000 visitors. The number of trial subscriptions broke previous sales records.
Relevancy
We demonstrated that real journalistic content awakens real emotions all the time. The readers’ emotions lit up the heart of the city at the darkest time of the year showing hundreds of thousands of passers-by and site visitors that Helsingin Sanomat made someone feel something right now. And the users shared the content and feelings with all of their Facebook friends.
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