In the Internet 12,5 % of people who saw the banner clicked on it. (The average click percentage is under 0,2 %.) These 365,028 people spent an average of 8 minutes 51 seconds with the banner. And all this time they were thinking of their futile achievements and how much they could have enjoyed themselves while chasing those achievements.And even more importantly Nelonen’s coverage as a TV channel rose from 50,2 % to 70,6 % within the campaign period.

Nelonen being a TV channel we started from television. We produced a film to launch the new slogan. A film that sets Finnish protestant work ethics in a different light. We made the Finns think what do we achieve with all this work.Then we invited people to tell their best, most ridiculous, weirdest, etc. achievements in banners. To leave them there and start having fun instead.

Our Client, TV channel Nelonen, wanted to refresh their brand and simply get more viewers. Basically our target audience was the Finnish general public.

Nelonen is all about entertainment. The Finns are known to be hard-working. So there’s a conflict there. Our insight was to build on that conflict.We decided to appeal to the core of the Finnish nature, the protestant work ethics. The Finns are chasing achievements all the time, also on their spare time and even on holiday. To launch the new communication concept we created a new slogan for the client: Entertainment is good for you.