My Helsinki Airport
Finavia Corporation
Issue 62 | March 2022
Agency
TBWA\Helsinki
Creative Team
Executive Creative Director Mikko Pietil Senior Creative Maria Kuorikoski Art Directors Veikko Heikkil , Juha Takalo Creative Katariina Ollari PR Strategist Saana Simander Junior Art Director Mattea N veri Graphic Designer Johanna Vierimaa Designer Trainee Eliel Koivu
Production Team
Digital Solutions Manager Derek Latham Production agencies Clear Channel Outdoor, Into-Digital Oy
Other Credits
Senior Business Director Virpi Gr nlund Innovation Director Juhana Hokkanen Account Director Nina Immonen Junior Planner Sebastian Holm Junior Communication Specialist Emmi Paajanen Project Manager Heidi Vilkamn Project Management Trainee Joona Tuomainen Content & Social trainee Riina Leinimaa PR Trainee Anna Harju Client Senior Vice President, CMO & CXO Katja Siberg Head of Marketing Anna Tuomi Marketing Manager Sanna Berndtson Public Relations Manager Annika K la Communications Specialist Pinja Kallis
Date
December 2021
Background
Finavia Corporation was responsible for managing and developing Finland’s airport network. The company had invested significantly in building Helsinki Airport’s new Terminal 2, aiming to strengthen the airport’s position as Northern Europe’s leading transfer hub by focusing specifically on the customer experience.
Idea
Traditionally, airports around the world have been named in the honour of great men of the past. Charles de Gaulle, Leonardo da Vinci, and John F. Kennedy spring to mind. The new, bigger Helsinki Airport wanted to make plain its dedication to the people it most valued, its passengers, by naming itself after them.
As of now, anyone visiting the airport has the chance to name it after themselves by literally adding their name temporarily to the official sign on the airport’s facade.
Ads drove people to myhelsinkiairport.fi where they typed their name into a field and then saw it appear on the building itself.
Results
During the two-month campaign period, over 16,000 people around the world renamed the airport. The idea reached over 24.3 million people, which is 4.4 times the population of Finland.
Sentiment was 100% positive, increasing engagement with Finavia’s brand.
Our Thoughts
For a long-haul flight, the advice is to get to the airport at least four hours before departure. Chances are everything goes as smoothly as Finavia hope and you have three-and-a-half hours to twiddle your thumbs. Might as well twiddle them on your mobile phone giving the airport your name, which you then choose to share with everyone you know. Hey look at me, I’m an airport! What a simple and dynamic way of saying our passengers are important to us.