FINNAIR CONCEPT – Straight to the point. Like the Finns.

Swedes view Finns as straight, honest and without frills while we see ourselves as willy-nilly. That was the inspiration for our concept “The Straightest Way to Asia”. If the Finns always get straight to the point, it’s obvious that their airplanes take the straightest route.

Results: All time high in Starcom’s survey for brand recognition, 54% increased consideration and likability and, most importantly, a 32% sales increase. Nominated for 100-wattaren (Swedish Effie).

What we learned: High brand awareness is no guarantee for consideration. Emotional stories told with a smile can be very effective, very fast. Staying true to an international brand’s key promise, while crafting a regionally relevant concept is tough but rewarding. Production company: FLX Director: Måns Herngren.

FINNAIR CONCEPT – Straight to the point. Like the Finns.

Swedes view Finns as straight, honest and without frills while we see ourselves as willy-nilly. That was the inspiration for our concept “The Straightest Way to Asia”. If the Finns always get straight to the point, it’s obvious that their airplanes take the straightest route.

Results: All time high in Starcom’s survey for brand recognition, 54% increased consideration and likability and, most importantly, a 32% sales increase. Nominated for 100-wattaren (Swedish Effie).

What we learned: High brand awareness is no guarantee for consideration. Emotional stories told with a smile can be very effective, very fast. Staying true to an international brand’s key promise, while crafting a regionally relevant concept is tough but rewarding.
Production company: FLX Director: Måns Herngren.