Kicking off summer with a splash
For the young, summer is all about hanging out with friends, enjoying the sun. To boost awareness of TeliaSonera’s youth brand Sonera X, we hosted an end of school event that was all about cooling off.
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Engaging with a young demographic in a new way
End of School sales and advertising comes and goes, but we wanted to take the spirit of the season to the next level. Sonera X is all about enjoying life, so we wanted reach the target audience in a way that would be more engaging than just advertising an End of School sale.
The Great Water Balloon Fight
We teamed up with experiential marketing experts from Irokeesi PS Live to arrange an event unlike none other. Two of the country’s biggest commercial radio stations were pitted against each other in a huge water balloon fight in central Helsinki. The stations hosted special programming and ads to spread the word on the Great Water Balloon Fight – and Sonera X, of course. Several hundred people joined the teams via Facebook. Specific hashtags were employed to collect ammo, resulting in users tweeting and Instagramming over 10 000 water balloons for the fight. The event resulted in a lot visibility in social media – and a lot clothes drenched in water.
estimated impressions from user’s social media posts using the campaign hashtag
Traditional TV advertising put to the test
You’ve seen hours’ worth of TV ads. How many times have you actually done something right then and there because of one? Working with travel agent Finnmatkat, we pushed the envelope on the power of TV advertising by creating a mobile game that was only playable when the Finnmatkat TV ad was shown. What happened? People rushed to play the game and forgot all about the show they were watching.
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To celebrate the 50th birthday of Finnmatkat, we launched a competition focusing on some of their most popular destinations. Our goal was to activate people and generate interest in between high-selling seasons in a new, exciting way. Consumers are bored with the usual ‘take part and win’ marketing contest. A new and interesting way to generate brand awareness and spark the need to travel was needed.
We created a time-restricted game that would capture the attention and imagination of the viewing audience. Exclusive is interesting, so our mobile game was only playable to a fraction of the target group. When you saw the Finnmatkat TV ad, the game – where you solved puzzle games that represented some of the most popular Finnmatkat travel destinations – was open for a short time period. And you never knew beforehand when the ad would be on! Hints on how and when to play where shared in social and owned media to enthusiastic gamers and travel lovers.
During the 10-day campaign period, TV and CRM brought over 20 000 people to one of the most exclusive mobile games in Finland, with each unique visitor playing for nearly 13 minutes. So absorbed in the game and spending time with Finnmatkat, they literally forgot about the program they were watching, trying to solve which destination was shown in the game.
The Exact Puzzle
A built-in-real-time puzzle game that became Sonera’s most engaging online campaign ever.
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Engage people and get them to understand the benefits
The Finnish telecommunications provider Sonera came out with a line of mobile connections. The plan, called Sonera Exact, allows users to call, send text messages and surf the web with the same price in 7 Nordic and Baltic countries as in Finland. Sonera wanted to support the Exact launch with a unique social campaign.
Massively Multiplayer Online Puzzle (MMOP)
The puzzle piece shaped logo of Exact inspired us to create an addictive social game where users would spend a lot of time with the brand competing against each other .The puzzles were maps of the 7 Exact countries and one country was assembled during each round. Each puzzle had of thousands of pieces, which were dragged and dropped onto the map in real-time.
The Puzzle became Sonera’s most engaging social media campaign ever based on how much time users spent with the brand.
All major Finnish TV broadcasters in one app
Have you noticed any changes in your TV viewing habits in recent years? Guess what: you’re not the only one. We designed a multi-platform service concept for discovering and enjoying online television content for major Finnish TV networks Yle, MTV and Nelonen.
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Help traditional TV broadcasters in adapting to changing public behavior
The way of consuming TV content is changing fast. We now live in a multi-screen world, where online & on-demand is constantly gaining ground from the linear television watching experience. And with each TV network having their own online services, it was hard for users to find and keep track of their favorite TV shows.
One app to rule them all
We designed a multi-platform service concept that allows users to find, browse and enjoy online programming and mark up their favorite shows for easy following. The programs can be started straight from Teevee, but they are actually watched on the networks’ own services. Teevee.fi is currently out as a web app and for iOS and Android devices
app downloads since launch
“The concept was well thought out and executed. We are also extremely satisfied with the way project was planned - solid, agile work.”
“Teevee achieved all its goals during the Beta phase. We were especially happy to see how rapidly new features and platforms were implemented.”
A Grand Finale of a Successful Trilogy
We made a sequel to two successful campaigns. Which usually never work. But we pulled it off. We created a story-driven, visually stunning, mobile-first game about whether life is all about skill or luck. And built an objective-exceeding campaign around it.
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Utilize a classic game to get new registrants to online casino.
RAY wanted to get engagement and new registrants for their online casino by promoting a Finnish gaming icon Pajatso. Our previous campaigns for Pajatso had been successful and the client wanted to continue in the same vein. (in Finland the gambling legislation is very strict and Pajatso, being a Finnish icon and “not-addiction-inducing” is the only game RAY can advertise.)
Bring another classic game to mobile, build story around it
A story-driven campaign utilized another classical mechanical game, the Labyrinth. We created a technically advanced Facebook-app for mobile, desktop and tablets. Appealing to nostalgia in the story, the visuals and the game itself, we created a bond between the users and the brand.A radio co-operation fed people to the app together with online bought and owned media.