Challenge: Remind people of the capital area and bring awareness in other centers of growth
Campaign period: Weeks 10/2015 and 11/2015
Advertisement Medium: Abribus in Oulu and Door Side Panels in trams of Helsinki
Results: 50 % more mobile users.
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The ChallengePeople in the capital area are familiar with Ukko.fi, but Ukko.fi is not that known in othere major cities in Finland. Ukko.fi wanted to remind people of Helsinki about Ukko's brand and as well they wanted to get the brand some attention in other cities. Since Ukko.fi had an OOH campaign already in Turku and Tampere, now it was time for Oulu. Kopakkala has been very happy with other Abribus campaigns in other cities and he said that "Abri has worked for us very well, The large surfaces always work well".
Ukko.fi did not want to forget the urban people in the capital. That is why a Door Side Panels for trams were picked to remind people about Ukko.fi's services. The Door Sides reach especially active age people and people who work in the city.
ResultsKopakkala heard a lot of feedback especially from the Door Side Panels. "And of course it was nice to see the Ukko-trams that run just front of our office every day", said Kopakkala.
The campaign really was a success and the data shows great results. "In the beginning of the OOH campaign we saw 50 % increase of the mobile traffic" verifiedKopakkala. There were 1900 users in January and 3100 in March when the campaign was on. Ukko.fi had 1200 unique viewers in January and 2200 unique visitors in March. "So we doubled our mobile users while the outdoor campaign was on", concluded Kopakkala.
Since Ukko.fi wants to be seen in other locations in Finland as well, Kopakkala is planning on the next outdoor campaign. Kopakkala states "we really want to do a campaign in a place where people don't know us yet".