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An expedition where the world-famous mountaineer Veikka Gustafsson conquered the three peaks of the Baltics.

 
 

CHALLENGE: SUMMER 2018

Tallink wanted to promote Baltic countries, Estonia, Latvia, Lithuania as a fresh holiday destination for Finns. Target was to get people choose Tallink as their vessel to “south” during spring and summer 2018. The campaign aimed to broaden the perspectives of the audience, to raise the Baltics to be a potential travel destination and to promote Tallink ferries as the number one way into the Baltics.

 

INSIGHT

FOR FINNS, THE GENERAL IMAGE OF THE BALTICS IS VERY TALLINN-CENTRIC. BUT THERE IS A LOT MORE TO SEE, JUST HOURS AWAY FROM THE FINNISH SHORES.

 

 

CONCEPT: EXPEDITIONS TO THE NEARBY SOUTH

On a closer look, the nearby south, Tallinn, Estonia and Baltics in general, is full of interesting, special, weird, exciting and exotic adventures. There’re more things to find beyond the old town than the majority of Finns know – uncharted territory waiting to be explored. It’s a world where we all can still make a modern voyage of discovery. Even the mountaineering legend Veikka Gustafsson, who has seen all the corners and peaks of the world.

 

EXECUTION: 3 PEAKS CHALLENGE

In the 3 Peaks Challenge world-famous mountaineer Veikka Gustafsson accepted the challenge of his lifetime: he had to conquer the three peaks of the Baltics in Lithuania, Latvia and Estonia, the only mountains missing from his CV. But. The interesting thing is, that there are really no mountains in the Baltics. The highest peak is 318 meters high. Eiffel-tower is 300 meters.

The beef that made the story to tickle was the contrast of Veikka and the mountains: it didn’t take that long Veikka to conquer the mountains, so there was plenty of time to relax, enjoy – and showcase – all the leisure possibilities of the Baltics. As an outcome a three episode adventure was born, a mixture of the most interesting places of the Baltics, “hard” climbing and just pure relaxing.

The 3 Peaks Challenge featured in
• Prime time television at Nelonen
• Ruutu+ Video on Demand service: https://www.ruutu.fi/ohjelmat/3-huipun-haaste
• In Tallink’s vast own social channels + paid ones. YouTube, Instagram, Facebook.
• Campaign site: https://www.tallinksilja.fi/seikkailu-baltiaan-shuttlella

Other campaign material
• Outdoor
• Radio
• Print
• Tallink own channels, stores, harbours, direct mailing etc.
• Influencer marketing co-op

 

EPISODES / Á 2 MIN

Episode 1: Lithuania

 

Episode 2: Latvia

 

Episode 3: Estonia

 

Campaign element examples: Ruutu+ + Campaign site + Instagram + Display

 

Example of other elements, Radio, overall concept.



RESULTS

1,3 Million Finnish people followed Veikka´s adventure in the media


Tallink Silja News Room

Tallink Silja News Room

Due to the Tallink Silja corporate policy, further results can’t be shown here. Overall the summer 2018 was a great season in highly competitive business landscape and marketing had significant role in the all-time record.

 

CREDITS

Agency: hasan & partners
Client: Tallink Silja OY
Media agency: Toinen Phd

 
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That’s it. Thank you.