World Design Capital Helsinki 2012 (WDCH) wanted to point out that design is everywhere - people just take it for granted. Anything that makes things work better is design, design is everywhere, it affects everyone and anyone can affect it. It’s important to communicate this thinking, as the year itself isn’t really about anything concrete like events.

At the core of the marketing communication is Kauko – a movable café with a design anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user. After this, users are directed to share ideas on how to make things work better on the web or using the WDCH mobile application. All of the elements of the campaign (print, outdoor and banners) invited people to try out Kauko. During the year, the café will be moved to different public locations, including a shopping mall in the center of Helsinki and the biggest fairs in Finland.

A moveable café with remote-controlled designs and objects that look OK, but have been badly designed on purpose to dramatise the importance of design.-The trash can lid opens up the wrong way when you step on the pedal-Napkin dispenser rips the napkins-When you tilt the sugar dispenser, nothing happens. When you turn it back up, sugar pours out

In the 3 first months 141,290 unique visitors spent an average of 2:50 minutes on the site. Kauko generated PR from around the world, including Time, BBC, national Finnish television.A massive amount of publicity about World Design Capital Helsinki 2012 and the strategic message was generated in the first months, including all major Finnish media, the most viewed video on BBC, hundreds of blogs and web sites, lots of European newspapers and magazines and long articles in inflight magazines of airlines flying to Finland. We even got some publicity about the amount of publicity.