Media > Use of Media
HELSINGIN SANOMAT - EVERY ANGLE
HASAN & PARTNERS, Helsinki / undefined / 2014
Overview
Credits
Overview
Effectiveness
The attention value of the campaign and the kinetic outdoor in particular was excellent. Over a quarter of the 1 million target group living in the greater Helsinki area passed the kinetic outdoor displays and it was noticed over 3 million times during the 2 week campaign. The quality of the contacts was great with many users spending over 2 minutes interacting with the display. The subscription targets (n/a for publication) were met and we got a lot of traffic to the campaign site. The image results were also excellent. Especially the attributes ‘innovative’ and ‘forerunner’ grew significantly, which is important for a brand perceived as traditional print media.
Execution
Outdoor displays with motion sensors showing different angles of the same scene were placed in central locations in the main geographical target area of greater Helsinki: the main railway station and shopping malls. Hundreds of thousands of existing and potential subscribers passed the displays daily. As the displays reacted just to people passing by, the attention and activation rate was extremely high in comparison with normal outdoor and digital displays.
Strategy
The challenge was how to retain and attract subscribers by differentiating the leading newspaper in Finland, Helsingin Sanomat, from free online news. The insight was that the quality journalism of Helsingin Sanomat offers its readers all the aspects of a story and lets them form their own opinion – unlike free online news. To demonstrate this, we showed all the aspects of one single scene in an integrated campaign, including an outdoor display with motion sensors. When you walk past it or move in front of it, the scene on the display moves revealing new angles of the same story.
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