At the core of DNA’s brand is marketing. Finns almost expect them to do something fun and surprising. DNA believes marketing should be partially about real experiences, not only just traditional ads. So to engage people in a way that let them surprise and amuse their loved ones was at the very heart of DNA’s ‘dna’.

Christmas is a highly competitive season for mobile operators. It is the most important sales season. As a result, the campaign generated 30% more sales than the previous year, which was also a very successful year.

The video generated lot of traffic to the campaign site (almost 70,000 visitors) and the video was the 4th watched video in YouTube in November in Finland.