Situation

Due to COVID-19, an emergency law was enforced on March 16 by the government of Finland. The lockdown that followed had a direct impact on small businesses, and entrepreneurs’ mental well-being and life in general.

Brief

The reactive idea was created without a brief, a day after lockdown was issued. It was implemented to help small businesses the best way possible.

Objectives

The primary goal was to act in solidarity and help save small businesses. A positive impact on brand and business objectives were desired effects of the initiative (see results).

Telia’s B2B business gave all of its media visibility to small businesses, enabling them to introduce themselves and their services to a large audience.

The strategy was to help small businesses in trying times and by doing so, gain their trust as customers of a big operator like Telia.

Implementation

A remotely organized film shooting and production began two days after the lockdown and, after a month, over 750 small businesses had joined the campaign. Materials filmed by the small businesses themselves were edited and adapted for different media channels in less than a week.

Timeline

A reactive, integrated multi-channel campaign was put together in six days after the emergency law was enforced and a lockdown began in Finland (due to COVID-19).

Placement

Materials were targeted locally, so the small businesses would get visibility in the cities they operate in. Media platforms included print, TVC, radio, outdoor and social media. Over 250 custom ads were produced.

Scale

Over 750 small businesses were presented in advertising and over 250 custom ads were produced.

Reach

When June 2020 arrived, over 1,000 small businesses and over 10 partners had signed up or participated in the campaign. Many news media outlets (such as The Drum) wrote about it as a creative way to react to the prevalent crisis. The campaign reached over 2 million people through earned media.

-Over 30,000 hours in total consumed with #Together digital & TV ads.

-1,35 million Finns noticed and read the print ads. A quarter of the whole population!

Engagement

Advertising on social media reached over 2 million people in Finland. The engagement rates were high – for example, an exceptional 29% on LinkedIn and 72% onTwitter of the people who saw #Together video ads, watched them thoroughly.

Sales

Information under confidential information.

Achievement against business targets

Telia rose to a leading position in brand responsibility image, in the Best ICT Partner index and in NPS indicators.