The creative idea of the campaign was to create a live reality slow TV show. The idea was to film a conveyer belt of Prisma, nonstop, around the clock to literally demonstrate that Prisma is open 24/7. In short: We live-streamed groceries.

The creative idea toyed around with voyeurism and the Finns need to get their 15 minutes of fame. These two combined with a possibility to comment real time on Facebook, and the strategic move to launch the content as a TV show on Facebook and the Finnish TV, were the main ingredients of extremely successful campaign.

Introducing: The Belt 24/7. A live reality slow TV show that follows the events on a conveyer belt at a Prisma checkout - around the clock.

The campaign promotion started with a PR launch a week before The Belt 24/7 was aired. Prisma and Sub (Finnish TV channel) released PR letter about a new live reality slow TV show that will film single conveyer belt around the clock directed by the cashiers. Media bought the idea of The Belt 24/7 as genuine Slow TV-show which lead us gaining media coverage in all major publications and reaching Finns with earned media. To build credibility for The Belt 24/7 as a TV-show we created classic TV-show trailers and aired them during the week show went live.

The Belt 24/7 was aired on Prisma's Facebook feed. Facebook Live video of a single conveyer belt, unedited, unscripted aired live around the clock. The final 3hours of the live stream was aired live on the National TV at midnight.

The total budget including media, planning, materials, and production was only 45000€.

-Sales went up +65% in short term and +12% in long term.

-FMCG brands used The Belt 24/7 as real time marketing platform by showcasing their products

-Value of earned media was 1,26 Million €

-Campaign was featured by all major Finnish news outlets before and after the campaign

-The Belt 24/7 was the most watched linear TV show during the summer 2017 and most watched Facebook Live stream in Finland

-Content was viewed 27 mins on average

-Ministery of foreign affairs wanted to do a second episode of The Belt 24/7 and air it on Finland's official Facebook channel

-One in five Finns (1 Million) watched the Belt 24/7 reality slow TV.

-We reached over half of Finns with the campaign (3,5 Million).

-Over 30 000 comments of other peoples groceries in live feed.

-Total budget only 45 000 €

-Campaign sparked two academic thesis about media consumption