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#LIFEINHEL: The best social media campaign and digital content marketing campaign in Finland

Article published
6.4.2018 at 11:45
The Grand One contest for Finnish digital media experts awarded Finavia’s #LIFEINHEL campaign the prizes of Best Social Media Campaign and Best Digital Content Marketing Campaign of 2017 in Finland on 5 April 2018. In addition, the concept received an honourable mention in the Best Integrated Campaign category.

“The Helsinki Airport competes with other airports globally, so we have to stand out. #LIFEINHEL provided us an excellent tool for this, and it was an internationally unique marketing campaign that attracted several international media outlets already during the campaign. The total media coverage exceeded 2.2 billion already in the end of 2017. We are proud to have done so well in the largest Grand One category of 54 competing projects,” said Finavia’s Director of Marketing and Communications Katja Siberg immediately after receiving the award.

Finavia’s #LIFEINHEL was already awarded twice in The Moodies 2018 awards in February, and it was highly commended in The World Media Awards in March.

The Grand One panel, which consisted of media and marketing influencers and was chaired by Juuso Myllyrinne, explained their choice of the Best Social Media Campaign:

“The campaign, which was the panel’s clear favourite, was executed impeccably. It had an exemplary and comprehensive approach to the utilisation of social media. The campaign itself was also exceptionally challenging and ambitious: its target group was located on the other side of the world, and some of the social media channels included in it were relatively uncommon in Finland.”

Based on the reasons behind the choice, the participants of the awards ceremony in were already placing their bets on #LIFEINHEL before the announcement of the winner. The same occurred in the Best Digital Content Marketing category:

“An innovative reality-based execution, which impressed the entire panel. A genuinely multi-channelled execution that serves influencers cleverly is also praiseworthy. The campaign reached its challenging target group excellently and sparked massive international attention.”

“Thanks to our customer, Finavia, for their courage to embrace #LIFEINHEL. It is quite rare to perform this close collaboration in Finland.  In this global campaign, we were able to use the expertise of both TBWA’s offices and Finavia’s partners all over the world. This award belongs to all of us,” said TBWA/Helsinki’s Director Virpi Grönlund in the ceremony.

The Grand One award for the Best Integrated Campaign was narrowly seized before #LIFEINHEL by Kone’s Machine Conversations. However, the reasons for the honourable mention encapsulated the campaign’s scale and impact in its target group well:

“A content platform established in several channels that achieved significant international results by using the challenging method of influencer marketing. A massive operation that deserves an honourable mention for its systematic execution from an idea to production and channels. Welcome, Chinese people!”

Finavia’s Helsinki Airport is a significant hub for air traffic between Europe and Asia. Helsinki Airport is preparing to provide services to more than 30 million passengers each year with an ongoing EUR 900 million development programme. Passengers voted recently for Helsinki airport as the best airport in Northern Europe.

In the #LIFEINHEL concept, Ryan Zhu, a Chinese media personality, moved to the Helsinki Airport to live there and test the airport and its services for 30 days. He uploaded videos about his experiences on several social media channels every day. The campaign was designed by TBWA/Helsinki, produced by KLOK, and its media agency was Dagmar. TBWA/Helsinki, who nominated the #LIFEINHEL campaign in the Grand One competition, was also awarded the Company of the Year award in the ceremony.