Finnkino’s multichannel Christmas campaign succeeded beyond expectations
The multichannel marketing campaign reinforced a positive image of Finnkino and increased intentions to visit their locations. Finnkino Ltd paves the way for cultural entertainment in Finland and is the most versatile experience provider. Finnkino has 16 movie theaters in 11 cities throughout Finland, with a total of 113 auditoriums altogether.
Objective
Finnkino’s multichannel Christmas marketing campaign was looking for a broad reach. The target groups were especially those who go to the cinema at least once every 3 months and families with children.
The marketing campaign was two-pronged: the successful launch of a new gift card product and a high volume of sales for the familiar movie voucher product.
Solution
The gift card launch was carried out as a programme cooperation with Radio Suomipop, as the key challenge was to communicate all of the new card’s features and operating mechanisms. Juuso Mäkilähde and Tinni Wikström invited listeners to participate in a quiz in their broadcast, the topic of which was things related to the gift card.
In this way, the gift card’s offerings could be extensively introduced naturally. The contest format expressed the gift card’s key functionality: adding credit to the card’s balance. The marketing campaign was supported by spots on the radio and in Supla. The campaign also included digital advertising and social media visibility.
The marketing campaign for the familiar movie voucher product was carried out in the format of moving pictures on TV and a digital campaign in Sanoma’s network.
The purpose of the “Always the right gift” concept is to highlight how Finnkino’s movie tickets are a good gift for absolutely everyone.
We are very satisfied with the marketing campaign for both products. The gift card campaign was implemented in an innovative way as a radio programme cooperation, and Videolle created a great TV spot for the movie vouchers. Päivi Iisakka, B2C Marketing Manager, Finnkino
Results
The radio campaign reached an estimated total of over one million listeners, and up to 32% of the 25–54-year-old target group. 1,889 listeners participated in Finnkino’s gift card quiz, which is an excellent result. 3,104 listeners visited the campaign website.
The strongest part of the cooperation was how natural it was as part of content. The hosts got listeners to enthusiastically join in on the playful contest, which resulted in more natural and entertaining content. Through the quiz, Finnkino’s themes were highlighted continuously, and the hosts were inspired to otherwise talk about movies. The final result was a highly functional, entertaining and cheerful programme!
According to Sanoma’s campaign survey, Finnkino’s multimedia marketing campaign was well noticed. 61% of respondents had noticed the campaign, and it reached the core target groups particularly well – families with children and those who go to the cinema at least once every 3 months.
Of the advertisements, the TV and digital advertising were noticed the best. Young people recalled hearing the radio advertising significantly more often than the older age groups.
83% of respondents felt that the campaign’s message was clear. Sanoma’s reference figure for similar campaigns is 70%. The campaign was also well-liked: 80% of respondents stated that they liked the campaign. Particular reasons for liking the campaign were the clarity of the advertising, the mood and the idea.
The campaign succeeded especially in having a positive impact on the image of Finnkino and awakening intentions to try out and visit Finnkino. All results exceeded the averages in Sanoma’s data bank.
Our cooperation went very well, all the way from a creative idea to implementation. It was nice to launch the new gift card product with such a fun idea. The marketing campaign succeeded beyond expectations, and we got a great start for a new product. The movie voucher campaign was noticed, and it also activated consumers well. Päivi Iisakka, B2C Marketing Manager, Finnkino
“Cooperation with Sanoma was smooth, project management was good and the attitude was proactive from the very first briefing. It was easy to purchase the parts from the offer that we wished to start taking forward,” Iisakka says.
Päivi Iisakka considers Sanoma’s strength to be its multiple channels.
“Through Sanoma, you also get enough visibility and impressions. Finnkino’s cinemas can be found in all of the biggest cities and visitors come from large areas, so this could almost be called nationwide marketing. Sanoma does not have any competitors that could offer such broad multichannel visibility,” she says in praise.
Finnkino has a small marketing team, so Iisakka also appreciates the production and ideation assistance offered by Sanoma.
“It was important for us that we received very fun ideas in the same package. The marketing campaign worked well and was very successful,” Iisakka concludes.
The campaign was a success by many metrics
32% the campaign reached up to 32% of the 25–54-year-old target group
1889 listeners participated in the gift card quiz
61% of the campaign survey respondents had noticed the campaign
83% felt that the campaign’s message was clear
80% liked the campaign
All results exceeded the averages in Sanoma’s data bank
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