One thing Finnish people love to do is complain about everyday stuff: the weather, politics, taxes, work, unemployment, etc. Times in Finland and Europe are hard, so there’s a lot to complain about.

Tallink wanted to turn all this negative energy into something positive and fun. This is how the world’s first Complaints Booth was born. In the Tallink Complaints Booth, people could trade their worries for a cruise. 22-hour cruises are the best cure for entertainment anemia.

An old phone booth was re-fitted with modern technology and placed in the middle of Finland's capital, Helsinki. In the booth (and also online) people were invited to complain about whatever was bothering them. Social media, own channels and online advertising promoted the booth and the solution it offered.

A live operator listened to people’s problems from the Booth, and – if their worries were fun, hard or crazy enough – rewarded them instantly with the best cure for ‘entertainment anemia’: a free 22-hour cruise ticket (that was printed from a printer in the Booth).

The campaign period was only six days and the scale of the engagement small, only a single phone booth. Despite this, the results were great.

The Tallink Complaints Booth was live for only six days but was noticed by over 24% of metropolitan Helsinki’s inhabitants (1,1 million). Liking of the brand advertising nearly doubled from 32% to 58%.

The booth was visited by over a thousand people over six days, which translates to over 150 people a day, which translates to a continuous queue outside the Booth. Another 5000+ people complained online in the banner. And that’s surely nothing to complain about.