TÖIHIN TÄNNE Southwest Finland regional marketing
Context
Southwest Finland was growing fast. Up to 30,000 new jobs were expected within five years, but the region could not fill them from its own workforce alone.
The opportunity was strong. Awareness was not.
The campaign needed to reach young adults and families elsewhere in Finland and make moving west feel like a real possibility, not just a job offer.
Approach
The existing concept, “Se hetki”, captured the moment someone realises they are ready to move.
For the 2018 campaign, we told the stories of real people who had already made the move, each with a different reason to stay.
Trading the rattle of trams for a sky full of stars.
Turning a hockey dream into reality in Rauma.
Moving can feel like a risk. The stories made it feel like the beginning of something.
The campaign ran across video, social media, display, search and events, including Facebook, Instagram, YouTube and Google.
Impact
The stories travelled far beyond the region.
In 2018, the campaign site passed 170,000 visits, generated 1.5 million video views and delivered more than 55 million banner impressions.
My Role
Art Direction · Visual Design · Multichannel Production
The 2018 campaign was created together with my copywriter partner.
Client: Southwest Finland regional partners, including the regional councils, ELY Centres and participating municipalities.
