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 percent of Finland’s international air traffic runs through this airport. The airport code for Helsinki Airport is HEL.
The Campaign
Helsinki Airport wanted to target the Chinese audience through an unusual campaign where a Chinese influencer lived inside the airport for 30 days to prove it is the best airport in the world. We were asked to join the #LIFEINHEL campaign to help raise Helsinki Airports’s awareness among Chinese outbound tourists.
For #LIFEINHEL - campaign we decided to use two Chinese social media platforms: Weibo, the Chinese equivalent of Twitter, and Wechat, a multi-purpose social app. We used both platforms to share content on the campaign on a daily basis, and engaged with fans through live streams and active community management.
2.3 Bimpressions worldwide (81% in China)
47Knew followers on Weibo
RESULTS
#LIFEINHEL -tag achieved 2.3 billion impressions, over 80 percent of which were on Chinese social media. The campaign won a Media Lion at the Cannes Lions, the International Festival of Creativity.
The campaign was originally created by TBWA/Helsinki and executed in a smooth agency collaboration between Nordic Friend and TBWA offices.
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