Disinfecting UVC Billboard
Terveystalo
Issue 57 | December 2020
Agency
TBWA\ Helsinki
Creative Team
Chief Creative Officer Jyrki Poutanen Creative Director Erno Reinikainen Senior Copywriter Martta Kallio Copywriter Tuomas Perälä
Production Team
Lead Innovation Designer Umberto Onza
Other Credits
Innovation Director Juhana Hokkanen Account Manager Annika Wikstén Creative Strategist Aki Toivonen Junior Communications Specialist Saana Simander Client Marketing Director Veera Siivonen, Brand Director Karla Martinez Majander Marketing Manager Terhi Louhio
Date
October 2020
Background
Terveystalo was a Finnish healthcare company as dedicated to preventing diseases as to curing them.
With the pandemic, washing hands became a common routine. However, few people were aware of the vast number of bacteria and viruses that could live on the surfaces of their smartphones. One study concluded coronavirus could survive four weeks on a smartphone screen.
Idea
People constantly touched their phones with their hands, their cheeks, even their mouths.
While there were disinfection solutions available to consumers, these could take up to 15 minutes of UVC exposure.
Terveystalo’s disinfectant terminals, however, did the job in 15 seconds thanks to hospital-grade technology.
Located in shopping centres in Helsinki and Turku, the billboards were constructed to protect users from exposure to the UVC light themselves when they submitted their phones for cleaning.
Our Thoughts
It is still assumed in some quarters that you can only build a brand with big, emotional TV ads. But what do you do when TV is in decline? You move from talking about your values to demonstrating them.
The emotional response to this campaign starts with disgust at learning how dangerous your phone might be, through to gratitude to the company for providing this valuable free service and on towards something akin to respect for the tech they have brought into the everyday.
The values that come shining through these installations are those of care.
It’s as good an example of modern brand building as I’ve seen recently.