YTK
DARE TO SEE DIFFERENTLY 2018
Context
The 2018 campaign continued YTK’s “Uskalla nähdä toisin” member acquisition concept ». The previous year’s campaign had built the foundation for a more positive way to talk about change in working life. This time, the concept was continued with a new wave, new situations and new campaign materials.
Approach
The follow-up campaign pushed the same idea further. Change in working life can look strange or even impossible, but it can also be seen as an opportunity to learn, change direction and prepare for the future.
The campaign world expanded with new examples, such as a robot trainer and a wedding couple preparing for the future of work. The serious topic was still treated in a way that felt attention-grabbing, easy to understand and positive.
Execution
The work included the concept and execution of the 2018 campaign wave. The campaign continued the 360° model, combining brand messages, tactical messages, videos, display advertising, landing pages, social media, YouTube, programmatic advertising and remarketing.
Channels included TV, radio, online, Facebook, Instagram, GDN, Adform remarketing, YouTube, outdoor advertising, social media and communications.
Outcome & Role
The follow-up campaign showed that “Uskalla nähdä toisin” worked as a longer-term member acquisition concept. Compared with the earlier campaign that year, Google Display CTR improved by 20%, cost per click was 32% lower and YouTube view rate increased by 60%. The campaign also gained strong attention on Facebook, especially in prospecting.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production · Video Editing · Directing
The concept and campaign were developed together with my copywriter partner.
