Over Two Billion Media Impressions Globally
About Helsinki Airport
Helsinki Airport is one of the most important air traffic hubs between Asia and Europe. Over 90% of Finland’s international air traffic runs through this airport. The airport code for Helsinki Airport is HEL.
The Campaign
Helsinki Airport wanted to reach Chinese audiences through an unusual campaign in which Chinese influencer Ryan Zhu lived inside the airport for 30 days to prove that it was the best airport in the world. We joined the #LIFEINHEL campaign to raise awareness of Helsinki Airport among Chinese outbound tourists.
For the #LIFEINHEL campaign, we decided to use two Chinese social media platforms: Weibo, China’s leading microblogging platform, and WeChat, a multi-purpose social app. We used both platforms to share daily campaign content and engage with fans through livestreams and active community management.
2.3BMedia Impression Worldwide (81% in China)
47KNew Followers on Weibo
Results
The #LIFEINHEL hashtag generated 2.3 billion media impressions worldwide, over 80% of which came from China. The campaign also won a Bronze Lion in the Media category at the Cannes Lions International Festival of Creativity.
The campaign was created by TBWA\Helsinki and delivered smoothly through close collaboration between Nordic Friend and TBWA’s offices.
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