HELSINKI, FINDLAND – An immersive campaign took over Helsinki railway station escalators and made the most of every surface. Using moving escalators, static graphics and metallic dividers turned into ‘Next Customer’ signs, an illusion of 210 meters of checkout belts was created, filled with revamped Valio PROfeel® products.
More than 50,000 people pass through the escalators at the Helsinki main railway station daily. Protein rich PROfeel® products are often consumed as snacks throughout the day, so Finnish dairy product manufacturer Valio and advertising agency TBWA\Helsinki wanted to send health-conscious commuters a not-so-subtle trigger for purchase.
According to TBWA\Helsinki’s Art Director Jere Saulivaara, what makes the campaign special is the way it incorporates all parts of the four escalators, each over 50 meters long.
“It is a bespoke design to fit this space, utilizing every available surface, including those not used before. Using static graphics together with moving escalators, we created the illusion of a checkout belt filled with Valio PROfeel® products, rhythmically interrupted by ‘Next customer’ dividers to enhance the immersive experience.”
Surprise, delight and inform
The creative campaign filled numerous needs for Valio, who have redesigned the packaging design of the PROfeel® product line. They both wanted to introduce consumers to the revamped products as well as capitalize on a key month for sales.
“The PROfeel® product line provides a health-conscious and delicious choice in the dairy snacks category. This activation surprises and grabs your attention in a fun way providing you with a serving suggestion to put PROfeel® products on the checkout belt”, Emma Mikkola, Marketing Manager at Valio, says.
With people getting back to their everyday routines after the holiday season, and some starting new exercise hobbies, Mikkola says January is an important time for PROfeel® products.
“The brief was to make sure that consumers recognize the new PROfeel® product design during a key sales period as well as drive home the fun and positive aspects that are at the core of the PROfeel® brand. I’m extremely happy with the way the campaign surprises, delights and informs consumers all at the same time!” Mikkola concludes.
CREDITS
DESIGN AND PRODUCTION:
Valio Emma Mikkola, Marketing Manager
TBWA\Helsinki
Brand Lead: Taneli Mattelmäki
Creative Director: Lasse Kangasmaa
Creative Strategist: Mikko Santonen
Art Director: Jere Saulivaara
Copywriter: Juhani Ylitalo
Account Manager: Jenna Hämäläinen
TBWA\Screen
Producer, Post-production: Heidi Ylä-Ajos
Production Coordinator: Valeria Mikkonen
3D: Anton Raappana
MEDIA:
Dagmar
Anna-Maija Sjöholm, Client Manager
Outi Hämäläinen, Strategy Director, Brand Communication and Media
Mira Karvonen, Senior Media Planner
JCDecaux
Teippinet
