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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广为人知，尤其是在Finavia增长最快的市场中国。过去几年，中国乘客的数量稳步增长，他们现在是机场服务的主要目标群体。我们如何与中国旅客沟通，赫尔辛基机场是他们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，目标是至少覆盖500万人，并积累1，500万条关于每日事件的观点。听到和写到赫尔辛基机场的卓越成就的人越多，它对商业就越好，这意味着乘客和航空公司的数量增加。 战略 Ryan Zhu被邀请在赫尔辛基机场内居住30天，并评估所有机场的设施和服务。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，从第一天起就对这个想法感到兴奋和热情。瑞安选择的一个关键原因是，一位同胞会认识到中国旅客对机场感兴趣的话题。另一个重要的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。通过在真人秀电视格式中创建不断发展的内容活动，由中国有影响力的人主演，很可能在中国和全球媒体中脱颖而出，并吸引乘客和航空专业人士的注意。 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，在全球范围内吸引了惊人的24亿人，其中81人，其中7% 人在中国。这些视频总共被观看了1380万多次，但值得注意的是参与的次数: 所有频道的135 000次，超过11条500评论，其中98% 条评论是积极的。# LIFEINHEL还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性的变化，尤其是为中国旅客提供的服务。赫尔辛基机场在全球范围内撰写了500多篇社论，获得了1700万欧元的媒体价值，吸引了积极的嗡嗡声，并以独特的方式成功地从竞争对手中脱颖而出。在商业方面，一个巨大的胜利是，在竞选期间，Finavia与一家新的中国航空公司合作伙伴Lucky Air签订了合同。 执行 # LIFEINHEL颠覆性内容营销活动将现实电视，游戏节目和社交媒体混合在一起，产生了数百小时的拍摄材料。执行的核心是通过简短的每日视频向全球各地的观众分享Ryan的经验。每天Ryan都会更新自己的社交媒体渠道微博，微信和yzhibo。直播视频在Miaopai上共享。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，以及西方市场的Facebook，Twitter，Instagram和YouTube。所有材料都出现在活动网站上。Finavia在Ryan的沟通中追求完全透明，因此在他或其他重要的意见领袖在社交媒体上发表的帖子中没有任何控制或审查制度。如果瑞安不喜欢他在赫尔辛基机场进行的30天实验，他将有自由自由离开下一班返回中国的航班。 CampaignDescription 人们讨厌被困在机场: 停留的时间越长，情况就越糟。但是，如果机场太好了，您永远都不想离开怎么办？# LIFEINHEL是一个颠覆性的在线机场真人秀节目，“航站楼” 和 “杜鲁门秀” 遇到了 “幸存者”。中国电影演员Ryan Zhu在赫尔辛基机场住了30天，以测试和审查其服务。他的冒险经历以每日现实剧集的形式发布到社交媒体上。使用影响者制作品牌内容并不少见，但赫尔辛基机场给了瑞安完全的自由，可以在整个月内发布自己的内容。对于机场来说，这是一次大胆而空前的举动，也是其成功背后的原因之一。
# 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. Outcome Without a significant media budget, we relied on active PR seeding and efficient influencer mechanics to reach a staggering 2.4 billion people worldwide, 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. It is not uncommon to use influencers for branded content, but Helsinki Airport gave Ryan complete freedom to publish his own content for the whole month. It was a daring and unprecedented act for an airport and one of the reasons behind its success.
#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广为人知，尤其是在Finavia增长最快的市场中国。过去几年，中国乘客的数量稳步增长，他们现在是机场服务的主要目标群体。我们如何与中国旅客沟通，赫尔辛基机场是他们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，目标是至少覆盖500万人，并积累1，500万条关于每日事件的观点。听到和写到赫尔辛基机场的卓越成就的人越多，它对商业就越好，这意味着乘客和航空公司的数量增加。 战略 Ryan Zhu被邀请在赫尔辛基机场内居住30天，并评估所有机场的设施和服务。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，从第一天起就对这个想法感到兴奋和热情。瑞安选择的一个关键原因是，一位同胞会认识到中国旅客对机场感兴趣的话题。另一个重要的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。通过在真人秀电视格式中创建不断发展的内容活动，由中国有影响力的人主演，很可能在中国和全球媒体中脱颖而出，并吸引乘客和航空专业人士的注意。 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，在全球范围内吸引了惊人的24亿人，其中81人，其中7% 人在中国。这些视频总共被观看了1380万多次，但值得注意的是参与的次数: 所有频道的135 000次，超过11条500评论，其中98% 条评论是积极的。# LIFEINHEL还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性的变化，尤其是为中国旅客提供的服务。赫尔辛基机场在全球范围内撰写了500多篇社论，获得了1700万欧元的媒体价值，吸引了积极的嗡嗡声，并以独特的方式成功地从竞争对手中脱颖而出。在商业方面，一个巨大的胜利是，在竞选期间，Finavia与一家新的中国航空公司合作伙伴Lucky Air签订了合同。 执行 # LIFEINHEL颠覆性内容营销活动将现实电视，游戏节目和社交媒体混合在一起，产生了数百小时的拍摄材料。执行的核心是通过简短的每日视频向全球各地的观众分享Ryan的经验。每天Ryan都会更新自己的社交媒体渠道微博，微信和yzhibo。直播视频在Miaopai上共享。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，以及西方市场的Facebook，Twitter，Instagram和YouTube。所有材料都出现在活动网站上。Finavia在Ryan的沟通中追求完全透明，因此在他或其他重要的意见领袖在社交媒体上发表的帖子中没有任何控制或审查制度。如果瑞安不喜欢他在赫尔辛基机场进行的30天实验，他将有自由自由离开下一班返回中国的航班。 CampaignDescription 人们讨厌被困在机场: 停留的时间越长，情况就越糟。但是，如果机场太好了，您永远都不想离开怎么办？# LIFEINHEL是一个颠覆性的在线机场真人秀节目，“航站楼” 和 “杜鲁门秀” 遇到了 “幸存者”。中国电影演员Ryan Zhu在赫尔辛基机场住了30天，以测试和审查其服务。他的冒险经历以每日现实剧集的形式发布到社交媒体上。使用影响者制作品牌内容并不少见，但赫尔辛基机场给了瑞安完全的自由，可以在整个月内发布自己的内容。对于机场来说，这是一次大胆而空前的举动，也是其成功背后的原因之一。
#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. Outcome Without a significant media budget, we relied on active PR seeding and efficient influencer mechanics to reach a staggering 2.4 billion people worldwide, 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. It is not uncommon to use influencers for branded content, but Helsinki Airport gave Ryan complete freedom to publish his own content for the whole month. It was a daring and unprecedented act for an airport and one of the reasons behind its success.
# LIFEINHEL
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#LIFEINHEL
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