Kiekko-Espoo has been systematically building its brand and increasing ticket sales for a long time with effective out-of-home campaigns. The goal of local advertising has been to appear where Espoo residents move around and, especially at the start of the hockey season, to ensure that the whole city is swept up in hockey fever.
Kiekko-Espoo has run two strong campaigns on JCDecaux’s out-of-home inventory in the past autumn and at the turn of the year. The first campaign was visible widely on Espoo’s Abribus panels at the beginning of the 2025 hockey season in the autumn. At that time, the objective was to drive season ticket sales and highlight the start of the hockey season prominently.
“We chose Abribus posters as the media, because JCDecaux’s extensive Abribus network covers the whole of Espoo. It provides strong reach and high frequency among Espoo residents and everyone moving around the area,” says JCDecaux Local Account Manager Johannes Somerkoski.
The campaign that ran around the turn of the year aimed to increase ticket sales for individual games. Since the goal was to reach a large target audience efficiently, digital screens at metro stations and public transport stops were selected as advertising locations.
JCDecaux’s demographic tool was used in the location planning to identify the most effective digital sites for the target group as part of the campaign. This ensured that Kiekko-Espoo’s message reached the audience at the right time in the right environment.
The campaign used creative materials tailored for each game, where clever copy and references to the opposing team shaped the communication on a game-by-game basis. This brought topical relevance, engaged fans and made the advertising feel alive throughout the campaign.
Both campaigns were successful, particularly in light of the positive feedback received.
“With out-of-home we want to be visible where people are. We want the city to be dressed in Kiekko-Espoo blue and for the advertising to leave a memory trace. Based on the feedback, our ads have been noticed and our strong visibility in the streetscape has been warmly received,” says Kiekko-Espoo Marketing and Communications Manager Oscar Visa.
Based on Kiekko-Espoo’s experience, out-of-home not only fills the stands, but also builds the brand over the long term, strengthens awareness and turns the entire city into part of the game night.