Category: Best Use of Integrated Media
Advertiser: CENTRAL PARTY OF FINLAND
Product/Service: PRESIDENT CANDIDATE
Agency: MMS COMMUNCATIONS FINLAND
Media Agency: DAGMAR, Helsinki, FINLAND
Party Secretary: Timo Laaninen (Suomen Keskusta)
Public Realtions Manager: Matti Mönttinen (Suomen Keskusta)
Party Leader: Mari Kiviniemi (Suomen Keskusta)
: Pekka Reponen (Suomen Keskusta)
Chief Executive Officer: Kenneth Lindfors (Skandaali)
Creative Director: Vesa Siirilä (Skandaali)
Executive Creative Director: Sari Mikkonen-Mannila (Skandaali)
Creative Assistant: Riitta Haajanen (Skandaali)
Web Designer: Jarkko Matikainen (Skandaali)
Account Manager: Tarja Malka (Skandaali)
Creative Assistant: Kai Heinonen (Skandaali)
Art Director: Maija Räty (Skandaali)
Creative Assistant: Jaana Sytelä (Skandaali)
Account Manager: Raija Piitulainen (Dagmar)
Photographer: Jari Riihimäki (Henry Fordin Studiot)
Media placement: Banners - mtv3/vaalikone (Election Machine) - 15/01/2012
Media placement: Print Ad - Evening Newspapers - 03/02/2012
Media placement: Printed Mug - www.vayrynen.net - 01/12/2011
Insights, Strategy & the Idea
Campaign for presidential election in Finland.
BACKGROUND:
Candidate Paavo Väyrynen is one of the most known politician in Finland.
He is experienced but disliked. Support was minimal, reputation serious and Party had no funding.
CHALLENGE:
How to rise interest among voters?
IDEA:
Väyrynen was the only candidate with in a long-term marriage.
We used self-irony and humour and created the royal couple mug.
Creative Execution
Small scale campaign urging people to buy the mug.
Results and Effectiveness
The media went wild and the mug was seen everywhere. Revenue was €390,000 which covered over half of the whole campaign budget. Support went from 3% to 17.5 %. Image was turned to witty and likeable. Väyrynen came third. The mug is still selling well.