Background

Chinese passengers are the most growing target group for Finnish airport operator Finavia, which has put a lot of effort in improving their customer experience. However, neither Helsinki Airport nor Finland is still not very widely known in China. Finavia wanted to grow their market share both in Asia and the Western markets, when it comes to consumers, media and the aviation industry.

Insight & Idea

Is Helsinki Airport so good that one could actually live there?

Being stuck at an airport isn't the most exciting experience, there’s even a movie about it. We wanted to prove that the airport can be a destination in itself. #LIFEINHEL was like The Terminal and The Truman Show met Survivor.

Helsinki Airport was ranked as the best airport in the world by Travellink in 2017. To test this; a Chinese TV personality Ryan Zhu moved to Helsinki Airport for 30 days. He lived in a small cabin, which was built specially for the campaign. Ryan’s mission was to test and evaluate all the airport’s facilities and services during the month by for example eating, sleeping, showering and exercising inside the airport.

Campaign

#LIFEINHEL was a heavily integrated marketing campaign mixing reality TV, game shows and social media resulting in hundreds of hours of filmed material.

The campaign was co-created with Gary Carter, one of the creators of the reality TV smash hit, Survivor. It was broadcasted in all the main social channels in China as well as in the West.

Ryan was given an open return ticket back to China to use whenever he wanted and he had an access to a therapist throughout the entire campaign.

Campaign timeline

Teasing
17.09.17

The campaign was introduced for thousands of high-level influencers both in Nordic Business Forum and Routes aviation industry conference. Teaser trailer was distributed widely in China and in the Western markets.

Launch
21.09.17

The launch phase included press events and PR seeding, as well as digital and traditional advertising. The official trailer was distributed in all major social channels and its visibility was boosted with influencers in China.

Campaign
10.10.17 - 9.11.17

Owned, earned and bought media takeover for a month. A new episode every day and weekly recaps. PR and interviews.

Post campaign
10.11.17 - 4.1.18

Ryan's final report and interviews. PR and a full document.

All episodes of #lifeinhel

#LIFEINHEL – Official Trailer (HD)

Watch now

#LIFEINHEL— Official Trailer 2 (HD)

Watch now

Welcome to HEL!

Watch now

Airport Survival Kit

Watch now

How to make friends in a new country

Watch now

How can you entertain your kids at the airport?

Watch now

Ryan's first week in Helsinki Airport

Watch now

10 Activities to do in Lapland

Watch now

How do you shower and sleep at the airport?

Watch now

Can you transfer in less than 35 minutes at Helsinki Airport?

Watch now

Best ways to spend time during a layover

Watch now

Ryan's second week in Helsinki Airport

Watch now

The perfect workout routine between flights

Watch now

Skating on the runway

Watch now

How to make coffee art

Watch now

What do Finns eat?

Watch now

Sleep like a king at Helsinki Airport

Watch now

Ryan’s third week in Helsinki Airport

Watch now

Fans, meet Ryan!

Watch now

Visit Helsinki for 8 hours! -Part 1

Watch now

Visit Helsinki for 8 hours! -Part 2

Watch now

A finnish dinner party

Watch now

What happens to your luggage after you check it in?

Watch now

How many nationalities can you find in 20 minutes?

Watch now

This is how firemen train

Watch now

Helsinki visit, fireman training and much more

Watch now

Learning to ski with an olympic gold medal athlete

Watch now

See how custom dogs sniff money and drugs

Watch now

Become Santa for a day

Watch now

What is really like to live in HEL

Watch now

Is Helsinki Airport the best airport in the world?

Watch now

Farewell Ryan: a HEL of a man!

Watch now

Stopover in Lapland and then off to China!

Watch now

Last days in Helsinki Airport

Watch now

Executions

The fully integrated campaign included the following.

The episodes were filmed, edited and published on the spot. Entertainment played the main role. Daily episodes were distributed in social channels both in the West and in China, where it was shared by local main influencers and their micro influencer networks.

Advertising included print, film, outdoor, digital ooh, social ads and contemporary methods like listing Ryan's cabin on Airbnb to name a few.

Results

Active PR seeding throughout the campaign resulted in 485 editorial hits around the world with a total reach of 2 242 042 896.

The content took flight on its own and Ryan acquired a wide fanbase organically. Finavia is utilising the results of the campaign to further develop their customer experience and make permanent changes at the airport to benefit millions of passengers in the future.

With the campaign, Helsinki Airport stands out from its competition in a unique way and reaches consumers also in younger target groups.

2 242 042 896

Total campaign impressions

€17 283 296

Earned media value

3456%

Over set earned media KPI's

485

Editorial hits

10 055 297

Video views

96% positive

Campaign sentiment

Media References

Client

Creative Agency

Production Agency

Media Agency