When the Midnight Sun Goes from Local to Global

LAPLAND – THE NORTH OF FINLAND WHEN THE MIDNIGHT SUN GOES FROM LOCAL TO GLOBAL BACKGROUND Lapland and northern Finland is one of the world's last wildernesses, which tourists can experience with the help of modern infrastructure and a wide range of tourism services. The project Lapland – The North of Finland aims to attract foreign tourists to Finnish Lapland. In spring 2012 the client wanted to awaken awareness and interest especially in the Netherlands and Germany among our target group – the Modern Humanists – who are 15 per cent of the global tourist market and are active users of digital channels. THE IDEA Finnish Lapland is no ordinary place. The Nightless Night, when the sun doesn't set for weeks, is something everybody should experience at least once. We created an integrated campaign that brought this phenomenon to the people of Europe. The campaign represented solid brand communication at its best and the Midnight Sun of Lapland was brought to people via digital channels with smart use of innovative outdoor executions as supporting media. The creative strategy was to make the Nightless Night more real – to get people to understand that here in Lapland the sun really doesn't set at night. Because the Midnight Sun can only be experienced in Lapland, we wanted to put it online, so it would be within everybody's reach. The focus of the multichannel campaign was online and strongly utilized social media. Every execution brought the Midnight Sun to life in different ways: outdoor advertising on the streets of Amsterdam, a YouTube video that burned brightly through the viewer's screen, and a banner campaign that stubbornly continued around the clock, challenging the Midnight Sun. THE RESULTS The month-long banner campaign got 7,000,000 unique clicks in the Netherlands and Germany, at just 2 cents each. The click rate was three times higher than the target and 640 % higher than average. The banners' engagement rate was almost 5 %, twice the average. People spent twice as much time with the banners than the average. The idea for the YouTube video was simple: during a video about Lapland, the Midnight Sun burns through the viewer's screen. The animation directed people to experience the Midnight Sun for themselves in Finnish Lapland. People liked the video and shared it. It was among the campaign's highest quality SoMe content. The campaign successfully used Facebook advertising. Fans' interaction with the Facebook page was exceptionally active – even more active than for Adele's, Harry Potter's or Rihanna's fans. Compared with summer 2011, 40 % more foreign visitors spent at least one night in Finnish Lapland in 2012.

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