Mainostoimisto – Advertising Agency – W.Steinmann – Helsinki, Finland

Katkaistaan tammikuussa sähköt koko Suomesta. Kytketään samalla vesikin pois päältä niin nähdään miten tarpeemme ja halumme heilahtavat ylösalaisin. Otetaan jotain pois ja meillä on heti tarve täyttää tyhjä aukko, tässä tapauksella sähköllä ja vedellä – tai niiden korvikkeilla.

Sama pätee tunteisiimme. Pyrimme kompensoimaan puuttuvaa sekä tiedostetulla että alitajuisella tasolla. Montako kertaa on tullut ostettua lohdutusta makeishyllystä tai henkistä vireyttä juomapullosta? Aika monta.

Halua ei voi synnyttää, mutta se voidaan laukaista ihmisten päissä ja sen merkitystä voidaan korostaa. Halua ei myöskään voi täysin tyydyttää, sillä meillä kaikilla on taipumus haluta aina lisää. Halu kasvattaa halua.

Halujen taustalla on syvä kuluttajatarve, joka ohjaa toimintaa ja saa meidät haluamaan tunnetilan muutosta. Sanotaan että 90% päätöksenteostamme tapahtuu alitajuisella tasolla ja juuri siksi syvien kuluttajamotiivien ymmärtäminen on erityisen tärkeää nykyaikaisessa markkinoinnissa.

Mitä halusit kun olit viimeksi ostoksilla lelukaupassa? Ostitko lelun vai mahdollisuuden leikkiin?

Mikko Kaijansinkko on W.Steinmannin Strategiajohtaja

This is it, the start of rising progressive marketing. Progressive marketing is the future, where accelerated success is being created through continuous development. Sounds like Kaizen, doesn’t it.

Unlike its musical cousin, progressive marketing doesn’t strive for complexity or want to be fancier or smarter than it is or doesn’t have ongoing experimentation as purpose of its existence. Having said that, adding a hint of Pink Floyd to marketing can’t be thoroughly bad idea.

When do we want people to think about us? How about every day. The starting point of progressive marketing is remarkable product. Without remarkable product, sustainable growth is out of our reach. The next step is to create a brand platform, based on the remarkability of the product, which can support the future collection of meaningful brand ideas and experiences. This is the only way to achieve long-term growth.

In order to create something new, we must first give something up. Like Seth Godin has said, freely quoting: ”Vince Lombardi was wrong saying winners never quit. Winners are those who will quit the insignificant things at the right time.”

It’s time to give up [’This is the way it has always been done’] wish marketing in which the illusion of power of a single campaign is blindly believed. Cyclical campaigning is history, everyday continuous progressive marketing is the future. Are you in attention or intention business? Do you fall for yelling brand claims or does action based brands make you tick more?

Mikko Kaijansinkko works as W.Steinmann’s Strategy Director

Even though our employees are taking their well-deserved holidays, unlike most of Finland, W.Steinmann is not closed in July.

The best way to reach us is to call us +358 0290 000 888.

Sometimes while sitting at the office you might feel really missing out on the Finnish summer. That’s why we have created an Air-application that you can use to bring the best of the Finnish summer to your desktop:

Pisquitos – pixel mosquitoes

Pisquitos will make you feel you are outside enjoying the Finnish summer at its fullest.

Download for PC & Mac (Air-application – 880KB)

Tuntuuko siltä, että Suomen kesä menee hukkaan tietokoneen ääressä istuessa? Ei hätää, sillä me W.Steinmannilla olemme kehittäneet ratkaisun tähän ongelmaan. Kehitimme sovelluksen, jolla voit kokea Suomen kesän  parhaimmillaan:

Pisquitos 1.0 – Pikselihyttyset piristävät talvellakin

Pisquitos antaa sinulle mahdollisuuden kokea Suomen kesän missä tahansa.

Lataa sovellus PC & Mac (Air-sovellus – 880KB)

Objectives

Our task was to take Pepsi Max where its main target group spends its time – on social media and networking sites on the web. Another goal was to get more visitors to pepsi.fi.

Solution

As the traditional process of creating marketing communications does not meet the demands of contemporary marketing, i.e. the need to react in real-time and to have permanent presence in social media sites.

So we created a process that enables communication with consumers all-over the web and we can take part in conversations wherever they take place. We broke free from the traditional model of online marketing and set our playground to be the entire web.

We take part in conversations with the target group about the things that interest them and have a visible presence at the sites where they spend their time. The user Pepsi Max Suomi (pepsimaxsuomi) produces daily brand-related content that is relevant to the target group, without overemphasizing the brand too much, as the target group would not appreciate it.

We created a ground-braking, cost-efficient model, where we made possible for Pepsi Max to be present at numerous social media sites and aggregated the content created at several locations to a stream of content that updates many times per day.

Through continuous measurement we know what the target group is interested in and can help them in the transformation from passive receivers of advertising to active, conversational brand fans.

Background

Karjala-beer has been a sponsor of the Finnish Ice Hockey team for years and they wanted to get more out of the deal during the Ice Hockey World Championships in Canada. The client wanted to strengthen Karjala’s urban image by reaching the target group – Finnish men – at some other time than during World Cup matches in the evenings.

Target Group and Objectives

Karjala wanted to tackle their competitors during the World Championship. They wanted to utilize their small media budget efficiently and create concrete sales by some other means than by lowering the price. The goal was to keep their market share at the same level as the year before.

Creative

We decided to take over the daytime instead of the evenings when the matches were broadcast on TV. The chosen media were the web and radio. We were aware that the target group is not interested in traditional advertising, but we needed strong branded content.

We created a story of a Finnish guy, who made a bet that he can get into the World Championship final without spending a dime of his own money. We planned the story together with Radio Rock, who were interested in a new way to create Ice Hockey -related content that people would talk about.

So came into life the memorable story of Pete in Canada.

Story

Pete started his quest by collecting money for the travel by putting collection buckets into bars around Helsinki. To support Pete, we created a Facebook group, where Pete (his real name) invited his real friends. The popularity of the groups gave the story credibility. The hosts of Radio Rock’s morning show happened to notice the buckets and decided to help him raise the money. They got a sponsor – Karjala – and thus the brand was introduced to the story in a natural way.

Karjala sponsored Pete with plane tickets to Canada, but there he had to manage by himself. As a counterpart Pete had to document his journey in his blog with daily video reports.

We used banner advertising and Radio Rock to drive consumers to the blog. During his journey, Pete came across a multitude of setbacks, Finnish Ice Hockey players, Russian organized black market ticket traders and fans.

After Pete was featured on the front page of a local Canadian newspaper, he became a small-time celebrity among the World Championship crowd and a marked man for the organizers, which made his job so much harder. Nevertheless Pete got into the Final and the campaign reached its goals easily.

Results

Pete’s log was visited by over 100 000 times during the two and a half weeks and his quirky video reports which often featured the brand were watched through YouTube for 125 000 times. The blog had very lively commenting by consumers and on top of all we got free publicity in a dozen Finnish media and in a few Canadian media covered the story too.

The combination of radio and banner advertising worked exceptionally well and click rates were phenomenal. The campaign was on air for more than 300 minutes, but the best thing was that the Karjala beer cans were sold over a million pieces during April and May. The sales were up 46% with a budget of 20% less than the year before.

The results assured also the Effie Finland jury, which awarded the campaign a silver Effie in web-based campaigns.

Campaign elements

• Peten Blogi
• Pete Finaaliin facebook-ryhmä – kampanjan aikana yli 550 jäsentä
• Peten kisaraportit YouTubessa

Yes, we’re open! A brand new website comes together with a new domain – wsteinmann.com – for our site.

Like any other agency that has their finger on the pulse of the web, we decided to ditch our old flash-based site in favor of a fast-updating, fast-loading blog-like site powered by Wordpress.

The site is live, but it’s far from finished. The site will be under contumacious improvement. We appreciate your comments about our new baby.

Vaikka henkilöstömme viettää hyvin ansaittua lomaa, emme ole heinäkuussa täysin kiinni.

Tavoitat meidät parhaiten numerosta +358 0290 000 888.

Tavoite

Tavoitteena oli jalkauttaa Pepsi Max sinne, missä sen kohderyhmä viettää aikaansa eli sosiaalisten medioiden pariin. Lisäksi tavoitteena oli saada enemmän kävijöitä pepsi.fi:hin päivittäin muuttuvan sisällön avulla.

Ratkaisu

Perinteinen markkinointiviestinnän prosessi ei taivu nykyaikaisen markkinoinnin reaaliaikaisuuden ja pysyvän näkyvyyden vaatimuksiin. Tästä syystä loimme koneiston, jolla kommunikointi kuluttajien kanssa tapahtuu ympäri verkkoa ja jolla pystymme osallistumaan kohderyhmän käymiin keskusteluihin siellä missä ne tapahtuvat. Mursimme perinteisen mallin tehdä verkkomarkkinointia ottamalla Pepsi Maxin leikkikentäksi koko verkon.

Osallistumme keskusteluun kuluttajien kanssa heitä kiinnostavista asioista olemalla esillä siellä, missä he viettävät aikaansa ja keskustelemalla heidän kanssaan juuri heitä kiinnostavista asioita. Pepsi Max Suomi tuottaa päivittäin kohderyhmälle relevanttia brändin arvojen mukaista sisältöä, korostamatta itseään kuitenkaan liikaa.

Loimme maailman mittakaavassa uraauurtavan, kustannustehokkaan kokonaisuuden, jossa mahdollistimme Pepsi Maxille pysyvän näkyvyyden lukuisissa eri sosiaalisissa medioissa ja aggregoimme useissa eri paikoissa luodun sisällön yhdeksi useita kertoja päivässä päivittyväksi streamiksi.

Jatkuvan mittaamisen avulla tiedämme, mistä kohderyhmä on kiinnostunut ja pystymme auttamaan heitä siirtymään passiivisista markkinointiviestinnän vastaanottajista aktiivisesti keskusteleviksi brandin faneiksi.