Helsingin Sanomat: THE POSTMAN

Credits & Description:

Advertiser: SANOMA NEWS
Agency: HASAN & PARTNERS
Category: Print and Poster Ads
Marketing Director: Caroline Lilius (Sanoma News Oy/Helsingin Sanomat)
Ceo/Executive Creative Director: Eka Ruola (Hasan/Partners)
Creative: Mick Scheinin (Hasan/Partners)
Marketing Manager: Terhi Vaalavuo (Sanoma News Oy/Helsingin Sanomat)
Marketing Planning Manager: Sari Jussila (Sanoma News Oy/Helsingin Sanomat)
Account Manager: Kati Eerola (Hasan/Partners)
Account Director: Gustaf From (Hasan/Partners)
Graphic Designer: Jarkko Talonpoika (Hasan/Partners)
Marketing Planning Manager: Riitta Elovaara (Sanoma News Oy/Helsingin Sanomat)

Client Brief Or Objective
Helsingin Sanomat is the biggest newspaper in Scandinavia. The paper is sold mainly using subscriptions. Taking good care of the subscribers, strengthening subscriber loyalty and selling more to them is of crucial importance. The client asked us to come up with a continuous campaign targeted to their subscribers. The messages range from remembering to change the delivery address during the holidays to giving Helsingin Sanomat as a gift.

Outcome
The approach has been well received by the subscribers who have learned that the postman always has a message for them. The approach works very well in all necessary media from emails and online sites to print ads and events. The subscribers give a lot of newspapers as gifts and the amount of subscribers who remember to change the delivery address online has increased significantly. We’ve asked the readers to put together their own postmen, photograph them and share the results on Facebook. We’ve received hundreds of photographs showing the postman all over the world.

Implementation
As the newspaper is as the slogan says about the real world, we thought we should do something for real – nothing fake or manipulated. As we are talking to the subscribers who all get the newspaper delivered every day, we thought of the postman as our character. And when we brought these two aspects together, we ended up with a postman made out of paper – just like the newspaper.

Brief Explanation
The objectives were to strengthen subscriber loyalty in general and specifically to get subscribers to buy gift subscriptions, communicate subscriber benefits and get people to change the delivery address during the holidays online. The number of different messages to the subscribers is great and the approach has to work for all of them. As the newspaper is perceived as a bit cold and distant, the communication needs to be sympathetic. As the newspaper writes about the real world – as the slogan says – the approach should somehow communicate this as well.