Category: Publications & Media
Advertiser: SANOMA NEWS/HELSINGIN SANOMAT
Product/Service: NEWSPAPER
Agency: 358 HELSINKI
Agency: SANOMA NEWS / HELSINGIN SANOMAT
Creative Director: Ale Lauraéus (358 Helsinki)
Art Director: Ale Lauraéus (358 Helsinki)
Copywriter: Valtteri Väkevä (358 Helsinki)
Graphic Designer: Pol Solsona (358 Helsinki)
Graphic Designer: Mark Nurmi (358 Helsinki)
Agency Producer: Petra Yli-Hemminki (358 Helsinki)
Agency Producer: Roosa Rudkiewicz (358 Helsinki)
Client Team Director: Robert From (358 Helsinki)
Strategist/Account Manager: Robert From (358 Helsinki)
Strategist: Milla Kokko (358 Helsinki)
English Copywriter: Jonathan Mander (358 Helsinki)
Video Director/Editor: Tuukka Lappalainen (Tres Papricas)
Photographer: Riku Pihlanto
Photographer: Pekka Mustonen
Digital Agency: (Byroo Oy)
Vice President Marketing: Carolinen Lilius (Sanoma News Oy / Helsingin Sanomat)
Marketing Manager: Sari Jussila (Sanoma News Oy / Helsingin Sanomat)
Marketing Manager: Terhi Vaalavuo (Sanoma News Oy / Helsingin Sanomat)
Retouch: (Fake Graphics)
Media placement: Prints - Newspapers - 10.4.2012
Media placement: Online Banners - Internet - 10.4.2012
Media placement: Campaign Site - Internet - 10.4.2012
Media placement: Videos - Youtube, Campaign Site - 6.4.2012
Media placement: Event - Streets Of Helsinki - 24.3.2012
Insights, Strategy & the Idea
How do we bring to life the concept "Helsinki lives right here, right now" of the Nyt magazine and increase number of visitors to the website Nyt.fi as well as subscriptions? The aim was to create something that becomes a popular culture phenomenon in its own right resulting in Nyt's role being strengthened as a relevant popular culture player in Helsinki among 18-35 year-olds who make the most of the city right here, right now.
The Nyt Battle is a real-life game in which three teams are sent out into the city to complete tasks, which instantly make the city more interesting. The buzz on the day was followed by daily articles and videos on Nyt.fi
Nyt guides readers daily online and weekly in the printed version to make the most of the city. Nyt Battle successfully brought to life the attitude of throwing yourself into all Helsinki can offer.
Creative Execution
A real-life game, the Nyt Battle, was organised to make Helsinki a better place to live right here, right now. Three teams threw themselves into the here and now of Helsinki. They tried to complete as many tasks they were give on the day as possible. The team leaders were well-known figures who do their own part in making Helsinki a better place to live – loudmouth rapper Edu Kehäkettunen, singer Siiri Nordin and chef Tomi Björck. The Battle day was a Saturday, and the three teams were noticed around town livening up the city. Afterwards the Nyt magazine wrote several articles, and there were daily articles and videos posted at Nyt.fi. The winner of the Battle was decided on tasks completed as well as 'likes' and views on Facebook, Twitter, Google+, YouTube and Nyt.fi.
Results and Effectiveness
The Nyt Battle became an underground phenomenon in Helsinki as was intended. People talked about it, posted links to videos on Facebook and Twitter, created Facebook groups in support of their favourite team and so on. The buzz resulted in the desired increase in subscriptions and the client was surprised that 75% were made via mobile instead of the usual 10%. The videos gathered 45,000 views, which means over 10% of the target group were activated in the Greater Helsinki region. Visitors to Nyt.fi increased by 30% to 100,000 in the first week.