Service design category
Finavia's TravelLab project won the category for service design. The goal of TravelLab was to test new services and ways of operating at Helsinki Airport.
Comments by the judges:
“The strength of the work is an experimental approach through a pilot project in a challenging environment. The opening of the process was clear, and the company has been able to utilise its results already during the project. The judges hope that the experiments also become firmly established for the use of the passengers in the day-to-day operations of the airport.”
What is TravelLab?
The TravelLab initiative, which is based on customer feedback for service ideas, is part of the development programme of Helsinki Airport. With TravelLab, passengers got to test new service concepts: yoga sessions at the gate area, for example, in the Kainuu lounge, and Midsummer festivities with silver birch, traditional dancing, and old Finnish film classics.
TravelLab tested also technical services, such as info screens for airport bus services. Gate Roastery provided fresh coffee directly to the gates during summer. Finland-related selfies were gathered on a photo wall. The restaurant day attracted several restaurant entrepreneurs, who gave the international transit passengers an opportunity to deepen their experience of Finland.
The passengers evaluated the services based on experience, reliability, importance, cost efficiency, and from the point of view of Helsinki Airport's strategy: the Midsummer festivities proved the most popular concept. The most successful service concepts will be developed further, and the best ones will become permanent features at Helsinki Airport.
Digital marketing communication category
Finavia's and Finnair's joint Match made in HEL campaign won the category for digital marketing communication. With the Match made in HEL skating event, the partners presented the benefits of Helsinki Airport as a fast connection hub between the east and the west.
Comments by the judges:
“A bold experiment. This has never been seen before. The viewer is glued to the screen by the idea already at the teaser phase. It emphasises the role and the location of the advertiser as the best alternative for the global traveller between the east and the west. The implementation of the idea is so closely tied to the product that you do not even notice you are watching a commercial. Wakes positive envy in the judges.”
The campaign also ranked second in the integrated marketing communication category.
Match made in HEL has been awarded as the marketing achievement of the year in the 600 minutes of B2C-marketing event by Management Events.
In the Finnish commercial competition Voitto, the Match made in HEL campaign won the Internet category in 2014.
Match made in HEL also received honourable mention in two categories in the Grand One Gala for digital marketing communication: Best social media campaign and Best social media presence.
Finavia would like to thank its partners for their excellent work and good cooperation, which was demonstrated by the winning of the awards.