The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

WHITE SHEEP ISOBAR
HEADLESS TELE FINLAND MAN

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Outstanding Social Media Campaign

Finnish telecommunication service provider Tele Finland wanted to create social media buzz and interaction during their Wacky Days marketing campaign.

Our job was to engage both the young and people with families in social media. The target group share one common characteristic: they’re all tech savvy people who spend a lot of time online. To them, social media isn’t only about Facebook.

Our campaign engaged users by making use of free online channels. The competition was about finding the head of Tele Finland Man. Secret codes and riddles were scattered across the web. Contestants searched for these codes after getting clues from Tele Finland’s Facebook Page. Solving the riddles and inputting the correct codes to the competition’s Facebook base camp revealed Tele Finland Man’s head.
Facebook was the central part of the campaign but the actual content was spread to relevant sites across the web.

Users spent a lot of time online with the brand. The head hunt inspired a lot of conversation on Facebook and even in other venues: fans started helping each out to figure out the clues. They asked for more clues and eagerly awaited new ones.

The competition got a massive feedback in comments and likes. In four weeks, the campaign reached over 400 000 people, out of which 125 000 were viral impressions. Tele Finland’s Facebook fan count grew by 30 per cent. And of course, Tele Finland Man finally got his head back.

Contributors:

WHITE SHEEP ISOBAR

Location: FINLAND§