Brand Tracker

Welcome to the automated Brand Tracker diaries.

Finland

Will Pernaa be the future editor-in-chief of the Thinking Platform?

Campaign: Foundation Campaign

Source: https://www.markkinointiuutiset.fi/artikkelit/ville-pernaasta-ajattelun-alustan-tuleva-paatoimittaja

Goal: Reach at least 5,000 pre-orders for a new media platform.

Summary: Ville Pernaa, the former editor-in-chief of Suomen Kuvalehti, resigned from his position at VATT to build Ajattelun alusta, a new media platform aiming to defend creative work by humans. He will start as the editor-in-chief in February if the campaign achieves a target of at least 5,000 pre-orders. The project recognizes the need for a space for human voices and a way to pay creatives directly.

Finland

Turku Archipelago is Looking for a Scent Expert with Lambert Wilson

Brand: Visit Turku Archipelago

Campaign: Searching for a Scent Expert with Lambert Wilson

Source: https://www.resume.se/marknadsforing/kampanj/abo-efterlyser-nasa-med-franska-filmstjarnan/

Goal: To find an official 'nose' to confirm the scent profile of the archipelago.

Claim: The archipelago is the best smelling place in the world.

Media: TikTok, Instagram

Summary: The Turku Archipelago is launching a unique campaign to find an official 'nose' to confirm its claim of being the best smelling place in the world, with French actor Lambert Wilson leading the effort. Candidates are asked to submit a video evaluating a scent, and the successful applicant will help create a scent guide for the region.

Finland Marketing Campaign scent expert tourism

Finland

Finland is looking for a professional nose: A tourism campaign offering 2,000 euros to explore scents

Brand: Visit Turku Archipelago

Campaign: Get a Nose Job in Saaristo

Source: https://www.media-marketing.com/vijesti/finska-trazi-profesionalni-nos-turisticka-kampanja-koja-nudi-2-000-eura-za-istrazivanje-mirisa/

Goal: To attract a candidate to evaluate and describe the unique scents of the Turku Archipelago.

Claim: The place that smells the best in the world.

Media: Film, social media, other communication channels

Summary: Visit Turku Archipelago launched a unique campaign seeking an individual to explore and document the scents of the Finnish archipelago, offering 2,000 euros for the task. The campaign, 'Get a Nose Job in Saaristo,' is designed to promote the destination through sensory experience rather than visual displays. The selected candidate will evaluate various scents during a short visit in 2027, with their findings used in promotional materials across social media.

advertising campaign Finland scent exploration tourism

Finland

Circus is Coming! Campaign Increases Visibility of Contemporary Circus by Turning the Clock Tower of the Main Railway Station into a Circus Stage

Brand: Circus & Dance Finland

Campaign: Sirkus tulee!

Source: https://www.markkinointiuutiset.fi/artikkelit/sirkus-tulee–kampanja-lisaa-nykysirkustaiteen-nakyvyytta-muuttamalla-paarautatieaseman-kellotornin-sirkusnayttamoksi

Goal: Increase visibility of contemporary circus in Finland

Summary: On September 9, a contemporary circus event will take place at the Helsinki Central Railway Station, culminating in an aerial acrobatics performance on the clock tower's outer wall. This event is part of the Circus & Dance Finland's 'Sirkus tulee!' campaign, which aims to enhance the visibility of contemporary circus in Finland by combining traditional circus skills with dance, theater, visual arts, film, poetry, and popular culture. The event showcases Finnish circus talent in an unexpected urban location.

contemporary circus Finland public performance

Finland

Mobilepay user count exceeded 3 million

Brand: Mobilepay

Campaign: Youth Mobilepay launch

Source: https://www.markkinointiuutiset.fi/artikkelit/mobilepayn-kayttajamaara-ylitti-3-miljoonan-rajan

Goal: To provide a safe and reliable payment solution for youth aged 7-14.

Claim: Mobilepay is a trusted solution for young users.

Summary: Mobilepay has surpassed 3 million users in Finland, including a new version aimed at children aged 7-14. This version allows young users, with parental approval, to send and receive money, pay via Mobilepay short numbers, and buy tickets through public transport apps. The introduction of Youth Mobilepay has already seen over 12,000 young users in a few months. Merchants have also received an updated version to accept both Mobilepay and card payments.

Finland mobile payments youth banking

Finland

One man’s legendary salmiak company executed a celebratory campaign with artificial intelligence

Brand: Haganol

Campaign: Still Salmiakki

Source: https://www.markkinointiuutiset.fi/artikkelit/yhden-miehen-legendaarinen-salmiakkifirma-toteutti-juhlakampanjan-tekoalylla

Goal: Celebrate the 75th anniversary of Haganol

Claim: Still Salmiakki

Media: Video advertisement

Summary: Haganol, a well-known Finnish brand celebrating its 75th anniversary, is launching a campaign developed entirely with artificial intelligence. The campaign features a series of videos following a character named Jalmari, who travels through time and uses the magical power of salmiakki to overcome challenges. The creative process allowed for a level of quality and cinematic storytelling that was previously impossible within the brand's budget.

anniversary campaign artificial intelligence Finland salmiakki video marketing