Valio and TBWA\Helsinki Surprise Commuters in Helsinki with The World’s Largest Checkout Belt
An immersive campaign took over Helsinki railway station escalators and made the most of every surface. Using moving escalators, static graphics and metallic dividers turned into 'Next Customer' signs, an illusion of 210 meters of checkout belts was created, filled with revamped Valio PROfeel® products.
More than 50,000 people pass through the escalators at the Helsinki main railway station daily. Protein rich PROfeel® products are often consumed as snacks throughout the day, so Finnish dairy product manufacturer Valio and advertising agency TBWA\Helsinki wanted to send health-conscious commuters a not-so-subtle trigger for purchase.
According to TBWA\Helsinki’s Art Director Jere Saulivaara, what makes the campaign special is the way it incorporates all parts of the four escalators, each over 50 meters long.
“It is a bespoke design to fit this space, utilizing every available surface, including those not used before. Using static graphics together with moving escalators, we created the illusion of a checkout belt filled with Valio PROfeel® products, rhythmically interrupted by 'Next customer' dividers to enhance the immersive experience.”
Surprise, delight and inform
The creative campaign filled numerous needs for Valio, who have redesigned the packaging design of the PROfeel® product line. They both wanted to introduce consumers to the revamped products as well as capitalize on a key month for sales.
“The PROfeel® product line provides a health-conscious and delicious choice in the dairy snacks category. This activation surprises and grabs your attention in a fun way providing you with a serving suggestion to put PROfeel® products on the checkout belt”, Emma Mikkola, Marketing Manager at Valio, says.
With people getting back to their everyday routines after the holiday season, and some starting new exercise hobbies, Mikkola says January is an important time for PROfeel® products.
“The brief was to make sure that consumers recognize the new PROfeel® product design during a key sales period as well as drive home the fun and positive aspects that are at the core of the PROfeel® brand. I’m extremely happy with the way the campaign surprises, delights and informs consumers all at the same time!” Mikkola concludes.
Contact information
Jere Saulivaara
TBWA\Helsinki, Art Director
jere.saulivaara@tbwa.fi
Valio Mediadesk
mediadesk@valio.fi
TBWA\Helsinki is the genuinely international and most award-winning agency in Finland. For four consecutive years clients have voted TBWA\Helsinki as the Agency of the Year in Finland and Eurobest Awards have named the company the Country Agency of the Year. TBWA\Helsinki employs 135 marcom professionals and is part of the leading global TBWA advertising agency collective.
Valio - The world’s most innovative dairy and food company
Valio’s mission is to create wellbeing and taste sensations in a responsible way. We make tasty products from milk and many other ingredients; we bring delightful tastes, variety and joy to the food table. We also carry out important roles in society: ensuring food security, enhancing public health and improving animal welfare are some examples of our impacts. In line with our mission, we are making life better.
3,400 Finnish dairy farmers own Valio through cooperatives. Valio has 4,200 professionals at work from different sectors and we listen to consumers with our more than 100 years of experience. We are Finland’s biggest food exporter and a trailblazer for the whole food industry. Valio has net sales of EUR 2.3 billion. www.valio.fi
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