Cannes Lions

TABALOID NEWSPORTAL

HASAN & PARTNERS, Helsinki / ILTA-SANOMAT / 2008

Film

Overview

Entries

Credits

Overview

Description

Iltasanomat.fi has had steady success in Finland, growing slightly every year. Success has come despite the iltasanomat.fi brand image, not because of it.

Iltasanomat.fi is the most real time news portal in Finland. When news happens, iltasanomat.fi is the first to tell you about it.

In the starting phase we had approximately 900,000 weekly visitors and our target was to become the number one news portal in Finland.

One of the key objectives for the campaign was to start to build and strengthen the brand image and also to take the ownership of the most real time news distribution in Finland.

Execution

We realized that we needed to create genuinely breakthrough advertising – stuff that would succeed amongst the competitors in media clutter, with an audience that’s increasingly unwilling to give up any of their spare attention or time.The conventional branding and campaign execution wasn´t enough for us to meet our objectives. Instead we wanted to build a multi-channel campaign that would explain the promise and role of iltasanomat.fi. And to get our message through to the people we also wanted to show it. Not just tell it, but demonstrate it in real time in real life.

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