Cannes Lions

X ATTACK – THE BRAND THAT ATTACKED ITS OWN ADVERTISING

DDB HELSINKI, Helsinki / SONERA / 2014

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Instead of creating a totally new advertising campaign from scratch and buying expensive media with a very limited budget, we decided to use Sonera´s own media and existing advertising campaigns to gasp the attention of the target audience.

Various Sonera’s media, both online and offline, were attacked out of the blue creating a sense of brand hijacking.

While a few main billboards were attacked and reanimated in broad daylight by a group of masked artists, in order to maximize the campaign effectivity.

brand ”X” also bravely took over Sonera’s official website, several outdoor posters and store windows nationwide.

Outcome

The campaign had a higher attention value than any other campaign in Sonera´s history. The gained figures were record breaking: brand awareness among the target group was 85 %, while general awareness was an astonishing 80 % – all done with a very limited media budget.

The campaign also became JCDecaux Finland’s most noticed outdoor campaign of all time.

For the first time in years Sonera had become the number one operator in the target group´s top of mind.

Amongst the young people Sonera was now considered active, innovative, visionary, pioneering, confident - and even a bit of a rebellious operator.

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