Kauppalehti is the biggest financial media in Finland, but even for them the summer time poses some problems: people are on holiday and the site gets less visitors – especially occasional ones. How to turn this challenge into an opportunity?

The campaign was launched a few weeks before the start of the holiday season. It reminded people of their work roles and work places in an entertaining way and made it easy to approach the chatbot. The possibility to create entertaining and personalised “fake news” (articles and videos) with the Kauppalehti look and feel brought Kauppalehti platform close to people and left it in their minds just before the holidays. The campaign lasted only about two weeks but went viral instantly. It consisted of a campaign site (where people could create news/videos) and some simple Facebook and display ads, but most of the traffic came through the personalised videos other people had made and shared on Facebook.