Fortunately WE HAVE MUNICIPALITIES!

HOW TO raise awereness of the importance of municipalities in society?

Marketing campaign

Category

Campaign

Industry

Societal

THE CLIENT

The Association of Finnish Local and Regional Authorities (Kuntaliitto) represents municipalities and regions, advocates for their interests, and supports local governance with expert guidance, research, and state collaboration. 

TL;DR

Together with the client, we created the Fortunately we have municipalities! marketing campaign to enhance Finn's awereness of the role of municipalities in society. 

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MISSION

How to increase interest in societal services?

Municipalities? Often overlooked. But the services they provide? They're everywhere. They're so seamlessly woven into our daily life that we barely notice them. 

Our mission was to shine a spotlight on four key municipal services shaping our everyday, right when it matters most: election time. The aim was to raise awereness through humour-driven content while tapping into culture and connecting with younger audiences as well. 

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THE SOLUTION

societal EXPERTISE, beloved humour & close collaboration

A perfectly cast team to shape the campaign, with no talent or energy wasted. 

DREAM TEAM

purpose-fit Specialists perectly cast  

The formula? A concept designer with sharp societal insight, shaped by years of work in journalism and public organizations + an art director fluent in street style and youth culture + a beloved local comedy actor, starring in the campaign. Purpose-fit and perfectly cast. 

PROCESS

close collaboration to avoid missteps

Close collaboration and having the client as an extension to the team, we were able to align quickly on ideas and strategy, resulting in a coherent campaign the entire team could back 100%. 

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    Jussi Solja, Copywriter Norway
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THE SUPERSTARS

Anssi JƤrvinen, Concept Designer / Copywriter
Joonas Jansson, Art Director
Tiia Trontti, Senior Production Partner
Sole Lang, Client Partner
ā Annika RƤihƤ, Media Specialist
Henri Ollinkari, Executive Producer, Otto Tuotanto Oy
Markus Virpiƶ, Executive Director, Otto Tuotanto Oy
Hanna Kaukopuro-Klemetti, Head of Communications, Kuntaliitto
Maija Ruoho, Communications Specialist, Kuntaliitto

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THE CREATIVE SOLUTION

relatable, sympathetic & hilarious

We brought MƤpƤ to lifeā€”a relatable, sympathetic character placed at the heart of the Fortunately we have municipalities! campaign. MƤpƤ told the story of the importance of municipalities in a way that was both informative and entertaining. Since the topic was traditionally seen as dull, we knew we had to reframe it into something people would actually want to engage with. And what better way than through humour?

The campaign featured four episodes, each focusing on a different municipal service. With a repeatable, tongue-in-cheek format, we created a memorable and novel series. 

THE RESULTS

nationwide reach and recognition

Through this campaign, we enhanced the brand value of not only The Association of Finnish Local and Regional Authorities but also municipalities themselves. The campaign spanned everything from traditional media to social channels, including still visuals, graphic elements, and radio audio, reaching audiences nationwide. And the results? With only one campaign run:

47% of the target audience noticed the campaign, meaning over a million Finns with a right to vote in municipal elections, 

94% felt positive or neutral about it,

53% said their appreciation of municipalities grew through the campaign. 

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Creating a campaign that is both engaging and humorous about societal topics is not easy. Yet, we succeeded with a hilariously creative idea that was seamlessly executed.

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Hanna Kaukopuro-Klemetti
Head of Communications Kuntaliitto
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Hello, future

Client :)

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