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# LIFEINHEL
案例简介：概要 芬兰机场运营商 Finavia 近年来在客户体验方面投入了大量精力，赫尔辛基机场被评为世界最佳机场 (Travellink 2017)。然而，赫尔辛基机场在全球范围内仍然是未知的，尤其是在中国，芬兰是增长最快的市场。过去几年，中国乘客数量稳步增加，他们现在是机场服务的主要目标群体。我们如何与中国游客沟通，赫尔辛基机场是前往欧洲途中中途停留机场的最佳选择？我们如何提高 Finavia 在中国和全球的品牌知名度？在其他关键绩效指标中，目标是接触至少 500万人，并积累 150 万对每日事件的看法。人们听到和写下赫尔辛基机场的优秀信息越多，对商业就越好，这意味着乘客和航空公司的数量增加。 战略 瑞安 · 朱被邀请在赫尔辛基机场居住 30 天，并评估机场的所有设施和服务。瑞安是前亚洲先生，健身爱好者，“与星共舞” 舞者和电影演员，他在社交媒体上有很多粉丝，从一开始就对这个想法感到兴奋和热情。瑞安被选中的一个关键原因是，一个同胞会认识到中国游客对机场感兴趣的话题。另一个重要优势是他广泛而活跃的社交媒体联系，因为他们是从中国到欧洲和芬兰的潜在旅行者。通过以一名中国影响者主演的真人秀节目形式发起一场不断发展的内容活动，很有可能在中国和全球媒体中脱颖而出，吸引乘客和航空专业人士的关注。 相关性 # LIFEINHEL 是一个独特的机场真人秀节目，一名中国演员和电视名人在赫尔辛基机场生活了 30 天，将他的经历直播到社交媒体。娱乐扮演了核心角色，因为该节目的明星瑞安 · 朱 (Ryan Zhu) 在无脚本的每日剧集、直播流和社交媒体帖子中测试和评估了机场服务。他把整个机场变成了媒体空间。粉丝们每天都跟随他在机场的冒险经历，与这位英雄和竞选团队进行了整整一个月的接触，甚至更远。 结果 在没有大量媒体预算的情况下，我们依靠积极的公关种子和高效的影响者机制来达到惊人的 24亿人，其中 81,7% 在中国。这些视频总共被观看了 1380万多次，但值得注意的是参与的数量: 所有渠道都有 135 次，评论超过 11 500 条，其中 98% 条有积极的情绪。# LIFEINHEL 也影响了赫尔辛基机场日常乘客的生活。瑞安的反馈将为机场基础设施带来永久的变化，尤其是为中国游客提供的服务。赫尔辛基机场在全球范围内撰写了价值 500 € 1700万英镑的社论，吸引了积极的关注，并以独特的方式成功地从竞争对手中脱颖而出。商业上的一个伟大胜利是，在竞选期间，Finavia 与一家新的中国航空公司合作伙伴 Lucky Air 签署了一份合同。 执行 # LIFEINHEL 颠覆性内容营销活动混合了真人秀、游戏节目和社交媒体，产生了数百小时的拍摄材料。执行的核心是在短的每日视频中向全球不同的观众分享瑞安的经验。瑞安每天都更新自己的社交媒体渠道微博、微信和 Yizhibo。直播视频在苗派上共享。与此同时，赫尔辛基机场还更新了其所有社交媒体渠道: 中国的微博、微信和优酷，以及面向西方市场的 Facebook 、推特、 Instagram 和 YouTube。所有材料都出现在活动网站上。Finavia 在瑞安的沟通中追求完全透明，所以他或其他重要的舆论领袖在社交媒体上发表的帖子没有实施控制或审查。如果瑞安不喜欢他在赫尔辛基机场的 30 天实验，他将有自由乘坐下一班返回中国的航班离开。 活动描述 人们讨厌被困在机场: 停留的时间越长，情况就越糟糕。但是如果机场这么好，你从来不想离开呢？# LIFEINHEL 是一个颠覆性的在线机场真人秀，在那里 “航站楼” 和 “杜鲁门秀” 遇到了 “幸存者”。中国电影演员朱瑞恩在赫尔辛基机场居住了 30 天，以测试和审查其服务。他的冒险经历作为每日真人秀在社交媒体上发布。
# LIFEINHEL
案例简介：Synopsis Finnish airport operator Finavia has put much effort on customer experience in recent years, resulting in Helsinki Airport being awarded as the best airport in the world (Travellink 2017). However, Helsinki Airport is still widely unknown globally and especially in China, Finavia's fastest growing market. The number of Chinese passengers has increased steadily in the past years, and they are now the primary target group for the airport’s services. How do we communicate with Chinese travelers that Helsinki Airport is the best choice for a stopover airport on their way to Europe? How do we increase Finavia's brand awareness in China and globally? Among other KPIs, the aim was to reach at least 5 million people and accumulate 1,5 million views on the daily episodes. The more people hear and write about Helsinki Airport’s excellence, the better it is for business, meaning an increased number of passengers and airlines. Strategy Ryan Zhu was invited to live inside Helsinki Airport for 30 days and to evaluate all airport's facilities and services. Ryan is former Mr. Asia, fitness enthusiast, “Dancing with the Stars” dancer and movie actor, who has many followers on social media and was excited and enthusiastic about the idea from day one. One crucial reason for Ryan's selection was the fact that a fellow countryman will recognize the topics Chinese travelers will be interested in the airport. Another essential advantage was his extensive and active social media contacts as they serve as a potential traveler segment from China to Europe and Finland. By creating an evolving content campaign in a reality TV format starring a Chinese influencer was very likely to stand out positively in both Chinese and global media and attract the attention of both the passengers and aviation professionals. Relevancy #LIFEINHEL was a unique airport reality show, where a Chinese actor and TV personality lived inside Helsinki Airport for 30 days, streaming his experience live to social media. Entertainment played a central role, as Ryan Zhu, the star of the show, tested and evaluated the airport services in unscripted daily episodes, live streams, and social media posts. He turned the whole airport into media space. Fans followed his adventures inside the airport every day, engaging with the hero and the campaign for an entire month and well beyond that. Outcome Without a significant media budget, we relied on active PR seeding and efficient influencer mechanics to reach a staggering 2.4 billion people, 81,7 % of which in China. The videos were watched over 13.8 million times altogether but what was remarkable was the number of engagements: 135 000 across all channels, with more than 11 500 comments, 98% of which had positive sentiment. #LIFEINHEL has also impacted the lives of everyday passengers at Helsinki Airport. Ryan's feedback is set to bring permanent changes to the airport infrastructure, enhancing especially the services available to Chinese travelers. With over 500 editorials written around the world worth €17 million in earned media value, Helsinki Airport attracted positive buzz and succeeded in standing out from its competitors in a unique way. Businesswise a great win was that during the campaign, Finavia signed a contract with a new Chinese airline partner Lucky Air. Execution The #LIFEINHEL disruptive content marketing campaign mixed reality TV, game shows and social media resulting in hundreds of hours of filmed material. The core of the execution was to share Ryan's experiences in short daily videos to various audiences globally. Every day Ryan updated his own social media channels Weibo, WeChat, and Yizhibo. Livestream videos were shared on Miaopai. At the same time, Helsinki Airport also updated all its social media channels: Weibo, WeChat, and Youku in China and Facebook, Twitter, Instagram and YouTube for the Western markets. All materials appeared on a campaign site. Finavia pursued full transparency in Ryan's communication, so no control or censorship was applied in the posts he or crucial other opinion leaders made on social media. If Ryan had not liked his 30 days experiment in Helsinki Airport, he would have had free liberty to leave on the next flight back to China. CampaignDescription People hate being stuck at airports: the longer the stay, the worse it gets. But what if the airport was so good, you never wanted to leave? #LIFEINHEL was a disruptive online airport reality show, where “The Terminal” and “The Truman Show” met “Survivor”. Chinese movie actor Ryan Zhu lived inside Helsinki Airport for 30 days to test and review its services. His adventures were published as daily reality episodes to social media.
#LIFEINHEL
案例简介：概要 芬兰机场运营商 Finavia 近年来在客户体验方面投入了大量精力，赫尔辛基机场被评为世界最佳机场 (Travellink 2017)。然而，赫尔辛基机场在全球范围内仍然是未知的，尤其是在中国，芬兰是增长最快的市场。过去几年，中国乘客数量稳步增加，他们现在是机场服务的主要目标群体。我们如何与中国游客沟通，赫尔辛基机场是前往欧洲途中中途停留机场的最佳选择？我们如何提高 Finavia 在中国和全球的品牌知名度？在其他关键绩效指标中，目标是接触至少 500万人，并积累 150 万对每日事件的看法。人们听到和写下赫尔辛基机场的优秀信息越多，对商业就越好，这意味着乘客和航空公司的数量增加。 战略 瑞安 · 朱被邀请在赫尔辛基机场居住 30 天，并评估机场的所有设施和服务。瑞安是前亚洲先生，健身爱好者，“与星共舞” 舞者和电影演员，他在社交媒体上有很多粉丝，从一开始就对这个想法感到兴奋和热情。瑞安被选中的一个关键原因是，一个同胞会认识到中国游客对机场感兴趣的话题。另一个重要优势是他广泛而活跃的社交媒体联系，因为他们是从中国到欧洲和芬兰的潜在旅行者。通过以一名中国影响者主演的真人秀节目形式发起一场不断发展的内容活动，很有可能在中国和全球媒体中脱颖而出，吸引乘客和航空专业人士的关注。 相关性 # LIFEINHEL 是一个独特的机场真人秀节目，一名中国演员和电视名人在赫尔辛基机场生活了 30 天，将他的经历直播到社交媒体。娱乐扮演了核心角色，因为该节目的明星瑞安 · 朱 (Ryan Zhu) 在无脚本的每日剧集、直播流和社交媒体帖子中测试和评估了机场服务。他把整个机场变成了媒体空间。粉丝们每天都跟随他在机场的冒险经历，与这位英雄和竞选团队进行了整整一个月的接触，甚至更远。 结果 在没有大量媒体预算的情况下，我们依靠积极的公关种子和高效的影响者机制来达到惊人的 24亿人，其中 81,7% 在中国。这些视频总共被观看了 1380万多次，但值得注意的是参与的数量: 所有渠道都有 135 次，评论超过 11 500 条，其中 98% 条有积极的情绪。# LIFEINHEL 也影响了赫尔辛基机场日常乘客的生活。瑞安的反馈将为机场基础设施带来永久的变化，尤其是为中国游客提供的服务。赫尔辛基机场在全球范围内撰写了价值 500 € 1700万英镑的社论，吸引了积极的关注，并以独特的方式成功地从竞争对手中脱颖而出。商业上的一个伟大胜利是，在竞选期间，Finavia 与一家新的中国航空公司合作伙伴 Lucky Air 签署了一份合同。 执行 # LIFEINHEL 颠覆性内容营销活动混合了真人秀、游戏节目和社交媒体，产生了数百小时的拍摄材料。执行的核心是在短的每日视频中向全球不同的观众分享瑞安的经验。瑞安每天都更新自己的社交媒体渠道微博、微信和 Yizhibo。直播视频在苗派上共享。与此同时，赫尔辛基机场还更新了其所有社交媒体渠道: 中国的微博、微信和优酷，以及面向西方市场的 Facebook 、推特、 Instagram 和 YouTube。所有材料都出现在活动网站上。Finavia 在瑞安的沟通中追求完全透明，所以他或其他重要的舆论领袖在社交媒体上发表的帖子没有实施控制或审查。如果瑞安不喜欢他在赫尔辛基机场的 30 天实验，他将有自由乘坐下一班返回中国的航班离开。 活动描述 人们讨厌被困在机场: 停留的时间越长，情况就越糟糕。但是如果机场这么好，你从来不想离开呢？# LIFEINHEL 是一个颠覆性的在线机场真人秀，在那里 “航站楼” 和 “杜鲁门秀” 遇到了 “幸存者”。中国电影演员朱瑞恩在赫尔辛基机场居住了 30 天，以测试和审查其服务。他的冒险经历作为每日真人秀在社交媒体上发布。
#LIFEINHEL
案例简介：Synopsis Finnish airport operator Finavia has put much effort on customer experience in recent years, resulting in Helsinki Airport being awarded as the best airport in the world (Travellink 2017). However, Helsinki Airport is still widely unknown globally and especially in China, Finavia's fastest growing market. The number of Chinese passengers has increased steadily in the past years, and they are now the primary target group for the airport’s services. How do we communicate with Chinese travelers that Helsinki Airport is the best choice for a stopover airport on their way to Europe? How do we increase Finavia's brand awareness in China and globally? Among other KPIs, the aim was to reach at least 5 million people and accumulate 1,5 million views on the daily episodes. The more people hear and write about Helsinki Airport’s excellence, the better it is for business, meaning an increased number of passengers and airlines. Strategy Ryan Zhu was invited to live inside Helsinki Airport for 30 days and to evaluate all airport's facilities and services. Ryan is former Mr. Asia, fitness enthusiast, “Dancing with the Stars” dancer and movie actor, who has many followers on social media and was excited and enthusiastic about the idea from day one. One crucial reason for Ryan's selection was the fact that a fellow countryman will recognize the topics Chinese travelers will be interested in the airport. Another essential advantage was his extensive and active social media contacts as they serve as a potential traveler segment from China to Europe and Finland. By creating an evolving content campaign in a reality TV format starring a Chinese influencer was very likely to stand out positively in both Chinese and global media and attract the attention of both the passengers and aviation professionals. Relevancy #LIFEINHEL was a unique airport reality show, where a Chinese actor and TV personality lived inside Helsinki Airport for 30 days, streaming his experience live to social media. Entertainment played a central role, as Ryan Zhu, the star of the show, tested and evaluated the airport services in unscripted daily episodes, live streams, and social media posts. He turned the whole airport into media space. Fans followed his adventures inside the airport every day, engaging with the hero and the campaign for an entire month and well beyond that. Outcome Without a significant media budget, we relied on active PR seeding and efficient influencer mechanics to reach a staggering 2.4 billion people, 81,7 % of which in China. The videos were watched over 13.8 million times altogether but what was remarkable was the number of engagements: 135 000 across all channels, with more than 11 500 comments, 98% of which had positive sentiment. #LIFEINHEL has also impacted the lives of everyday passengers at Helsinki Airport. Ryan's feedback is set to bring permanent changes to the airport infrastructure, enhancing especially the services available to Chinese travelers. With over 500 editorials written around the world worth €17 million in earned media value, Helsinki Airport attracted positive buzz and succeeded in standing out from its competitors in a unique way. Businesswise a great win was that during the campaign, Finavia signed a contract with a new Chinese airline partner Lucky Air. Execution The #LIFEINHEL disruptive content marketing campaign mixed reality TV, game shows and social media resulting in hundreds of hours of filmed material. The core of the execution was to share Ryan's experiences in short daily videos to various audiences globally. Every day Ryan updated his own social media channels Weibo, WeChat, and Yizhibo. Livestream videos were shared on Miaopai. At the same time, Helsinki Airport also updated all its social media channels: Weibo, WeChat, and Youku in China and Facebook, Twitter, Instagram and YouTube for the Western markets. All materials appeared on a campaign site. Finavia pursued full transparency in Ryan's communication, so no control or censorship was applied in the posts he or crucial other opinion leaders made on social media. If Ryan had not liked his 30 days experiment in Helsinki Airport, he would have had free liberty to leave on the next flight back to China. CampaignDescription People hate being stuck at airports: the longer the stay, the worse it gets. But what if the airport was so good, you never wanted to leave? #LIFEINHEL was a disruptive online airport reality show, where “The Terminal” and “The Truman Show” met “Survivor”. Chinese movie actor Ryan Zhu lived inside Helsinki Airport for 30 days to test and review its services. His adventures were published as daily reality episodes to social media.
# LIFEINHEL
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#LIFEINHEL
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基本信息
- 广告战役： #Finavia-网络-dea11#
- 广告品牌： Finavia
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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