#togetherwerise
Telia Finland
Issue 55 | June 2020
Agency
TBWA\Helsinki
Creative Team
Chief Creative Offcer Jyrki Poutanen Executive Creative Director Mikko Pietilä Creative Director Laura Paikkari, Markus Nieminen Art Director Fredrik Stürmer Senior Copywriter Mika Herrala Creative Iida Korhonen Junior Copywriter Tuuli Linna Creative Strategist Joonas Hokka
Production Team
Project Manager Maija Naumanen Project coordination Alex Boman Graphic Designers Riikka Häkkinen, Birgit Harinen Film Production Company TBWA\ Screen
Other Credits
Executive Account Director Anna Masalin Account Director Laura Somervalli Communication Strategist Paula Sonne Junior Communication Specialist Saana Sundberg Media agency OMD Finland Client Director B2B Marcomms Kaisa Pajari Marcomms Managers Suvi Pihkanen, Mia Ryynänen
Date
March 2020
Background
On 29th January, the first case of coronavirus was confirmed in Finland, when a Chinese tourist visiting from Wuhan tested positive.
On 16th March, the President announced a state of emergency.
Almost immediately, mobile operator Telia began to consider how it could help small businesses survive the dramatic economic consequences.
Idea
Within a few days of the President’s announcement, Telia had agreed to donate all the advertising space it had already bought or owned to small businesses. The ambition was to help 100 companies in the first week. Within five days, the campaign was live. Business owners went to Telia’s website and filled in a form. They produced their own assets and all the production was managed remotely.
Originally intended to last a month, Telia gave small businesses the chance to gain visibility on TV, in national and local newspapers, in digital media and on Telia’s own website.
Results
So far, the We Rise #Together campaign has helped over 400 companies. Other major advertisers have been persuaded to join the movement and donate media.
Our Thoughts
How much more practical than the brands who ran sad TV ads saying, “We’re with you”? And how good it must have been for a coffee- shop owner to see himself on a poster.