Finnair aims to own and secure their position as Santa’s Official Airline. To accomplish this, our main challenge was to make Santa relevant for our aspirational target group. This meant that we needed to drive reach and brand awareness during the holiday season by connecting the Finnair brand with Santa in a unique, relevant way.
So overall, our aim was to activate aspirationals while maximizing engagement across all target audiences on social media and our own channels. Last year’s global Christmas campaign results were set as a target, as the scope and size were approximately the same.
There’s a global megatrend where people are choosing experiences over material things. In addition to this, we also based our work on the scientific fact that the human brain is hard-wired to reward us with positive feelings for acts of kindness. Our concept was grounded in these insights: a preference for experiences over material things (a global megatrend) and on the brain’s reaction to giving things away (cognitive psychology).
We challenged people to feel the true spirit of the holidays by asking them one question: what would you give away to get away? By answering this question on social media, on our campaign page or during our Santa tour, people were entered to win flight tickets. It was an opportunity for anyone to give away physical things, or just to share their thoughts with us for an opportunity to win a travel experience with Finnair.
THE KEY KPI'S WERE:
Social media comments, campaign page contest entries, video views.
Everyone is short on time these days, so we were thrilled when the core idea of our Christmas challenge inspired people to take time out of their busy day, visit our landing page and tell us what they would give away to get away.
Surprisingly, we got 23,000 giveaway stories (17,000 stories on our landing page!)
And in China, WeChat chose the Finnair Christmas Challenge as one of the top 10 WeChat campaigns of the 4th quarter in 2018 (based on the amount of reactions, of which we had 51,000). This was a gigantic success and a unique achievement amongst Finnish brands. The other brands on that list? Ferrari, Gucci, Tiffany and Cartier – with way bigger budgets.
In general, we achieved + 170% reach by only increasing our media budget by 25 % compared to our 2017 Christmas campaign.
Total engagement: reactions, comments, shares, link clicks and page likes more than doubled (+209%) and the cost per total engagement decreased by 59% on Facebook.
Toimisto: Mirum Agency Oy
Toimiston kotisivu: http://www.mirumagency.com
Asiakkaan toimiala: Matkailu: Lentoyhtiöt ja lentomatkustaminen
Työn saamat palkinnot: Kyseessä ei ole kilpailutyö
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— Pia Eiro, Make It Simple