Advertiser: VEPSÄLÄINEN
Agency: HASAN & PARTNERS
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: CHAIN OF FRIENDS
Digital Producer: Fredrik Stutterheim (Yours)
Account Director: Jussi Lindholm (Hasan/Partners)
Head Of Integrated Production: Tämer Mohsen (Hasan/Partners)
Creative Director: Eka Ruola (Hasan/Partners)
Creative: Kari Puumalainen (Hasan/Partners)
Creative: Mikael Nemeschansky (Hasan/Partners)
Account Director: Walter Immonen (Vepsäläinen Oy)
Producer: Sivi Uitto (Hasan/Partners)
Implementation
We calculated a daily cost for each design piece sold in Vepsäläinen. This cost was the price divided with estimated lifespan. So for example Arne Jacobsen's Egg Chair is only 0,32 €/day.We created the social game.This Facebook game invites design lovers to rally their friends for support in purchasing a true design classic from the Vepsäläinen store. But the friends don't have to drop any cash - they just have to join the players' chain of friends to help out! The competitor with the longest chain gets to purchase their design piece of choice for an insanely low price.
Relevancy
The Facebook game gave people a chance to express their passion for design as they choose which classic designs they would really want. Also it communicated at the same time that design is actually affordable. Since the game had to be played night and day, it also made a point that people are really willing to go through a lot to get their hands on design.
Outcome
Over 10,000 invites were sent out from the application during the camlpaign, which ran between May 21-June 4, 2012. The average time spent with the application was over four minutes.For two weeks, we were able to engage people to spend time with our brand and products. And the winner of both rounds was able to get a Hästens King Sized Bed and an Egg Chair for just 0,79€ with the help of his 221 Facebook friends.
Client Brief Or Objective
Vepsäläinen is a Finnish Design Retailer. People feel that design is expensive and non affordable. They don't see design a good investment and they don't understand that it lasts for many years and it doesn't go out of style.Challenge how could we make design feel affordable for people who love design, but don't yet realize that.