Challenge: Christmas is one of the most important, but also the most competed season for mobile operators.
Competitors fight to make themselves heard in a market, while competing with the same prices for the
same array of products. Standing out is almost impossible.
Insight: Every year, people face the dilemma of gifts. You either blurt out your wish to ensure that you get what you want and
thus sacrifice the element of surprise, or you spend a ridiculous amount of energy trying to hint
your significant other on a potential gift and still not get what you want. This holiday season, Finnish mobile operator DNA set out to change this.
Idea: DNA gave all of their ad space to consumers. People can make a wish on the website DNA.fi/toive, pick a media of their choosing and a device
they would want and then gather likes for their wish. The ones with the most likes could get their not-so-subtle hints on billboards,
TVC’s, banner ads, DNA’s Facebook page, outdoor ads, painted poster or even sung by a choir. All of this leads to surprising and fresh,
but still highly tactical advertising, that stands out from the competition.
Execution: The campaign kicked off with an elaborate stunt. A mother who wanted a new iPad Air for Christmas, was invited to pull a prank on her husband. The couple received movie tickets for a long-awaited night out. When they finally got the the multiplex, they were treated with a very special piece of pre-movie advertising, streamed live from their home. A character from earlier DNA commercials delivered the wife’s wish to the surprised husband.
Advertising Agency: Hasan&Partners, Finland
Creative Director: Mikael Nemeschansky
Art Directors: Ossi Honkanen, Mikael Nemeschansky
Graphic Designers: Ella Kivinen, Gra Monteleone
Copywriter: Jussi Pekkala
Account Director: Panu Nordlund
Project Manager: Katariina Niemi
Producers: Sivi Uitto, Kati Tammela / Bee’s Knees
Director / Stunt / TVC: Taku Kaskela
Digital Production: Byroo