YTK
MINUSSA ON MAHDOLLISUUKSIA
There is potential in me
Context
YTK is Finland’s largest unemployment fund.
Minussa on mahdollisuuksia » was an ongoing marketing theme built around people’s potential in working life.
This campaign continued the theme through five real stories. It needed to deepen the idea, strengthen the brand and attract new members.
The audience was broad, but younger adults were especially important. They were more likely to join and stay members for years.
Approach
Potential is easy to talk about. It is harder to recognise when it does not look the way people expect.
So we told the stories of five real people who had turned obstacles, assumptions and difficult starting points into possibilities.
How does a blind person code? How do you move from school bullying towards your dreams? How do you become a model against expectations?
Each story made Minussa on mahdollisuuksia tangible through a different life, ambition and point of view.
The campaign did not speak for people. It let them speak for themselves.
The stories became films, stills and a campaign site, supported by paid social, online video, display, search, retargeting, YTK’s own channels and media relations.
Some executions built the brand and led people to the stories. Others drove directly to membership.
Impact
Facebook and Instagram reached almost 500,000 people.
Online video achieved a 74.17% view rate.
Website visits grew by 23% compared with 2018. In September, they were up 33%.
Membership applications grew by 12% during the campaign period. In September, they were up 9% compared with 2018.
My Role
Art Direction · Concept Design · Visual Design · Directing · Multichannel Production
Concept and campaign created together with my copywriter partner.
Membership applications grew by 12% during the campaign compared with 2018. In September, applications were up 9% compared with 2018.
