VEIKKAAJA SPORTS MAGAZINE: SUPPORTERS FROM FINLAND

1. OBJECTIVE
Veikkaaja is the biggest Sports Magazine in Finland.
Every summer as football season starts, the sales dip.
Veikkaaja needed to boost both football and sales.

2. INSIGHT
Finland is not a Great Football nation ,but a Great Nation of Sports Fans
It was time for the Football World Cup.
But again, Finland was not playing in the Final Tournament and Finnish Fans
were cheering for other nations as they would have been their own.

3. IDEA
We gave birth to an imaginary entrepreneur and his company that sold Finnish Football Fans
who had no team of their own to cheer for.
People volunteered as fans and were promised a chance to get to South
Africa to cheer for their favourites.
Later on Veikkaaja claimed its role as a proud sponsor of the company.

4. RESULTS
Many thousand registered fans got a special deal and subscribed to
the magazine, resulting in sales increase against the usual trend.
A Brand that had no previous connection to the football community,
was now an active part of it.

Advertising Agency: hasan & partners Creative Director: Anssi Järvinen Art Director: Mikael Nemeschansky Copywriter: Lasse Paasto Graphic Designer: Jarkko Talonpoika Producer: Antti Zetterberg & Liisa Frick Account Director: Jussi Lindholm Additional credits: Björn Axel Sjöblad, Johannes Lassila, Sanna Rantanen, Teemu Neiglick, Jani Halme, Tuomas Peltoniemi, Terhi Hakli
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