According to the UN, Finland is the happiest country in the world. But how to teach the world the way? We created an idea spreading to 149 countries: Rent a Finn.
Our task was to create awareness and interest towards Finland. We also needed to create a talking point in a way that is truly meaningful to travellers who are seeking unique options. According to the UN, Finland is the happiest country in the world because of the special connection between the people and nature. At the same time, the world is getting busier, people are searching for their calm. Finns know the lifestyle. But how to teach the world the way?
We created an idea spreading to 149 countries: Rent a Finn.
To become as happy as a Finn, you could rent one and learn how. A small country like Finland can’t afford to compete with the media budgets of big destinations. Creativity and exceptional thinking were essential. The idea of “Renting a Finn” was based on communication that resonated with people’s values. It became not only ownable to Finland due to its rational background from the UN, but also meaningful because of its higher purpose of shifting attitudes – instead of simply selling tourism, it brought more happiness to the world.
The campaign reached 149 countries with paid advertising in only 10 markets.The campaign reach raised as high as 2,6 billion – 98,5% coming from earned media.The PR value of the campaign reached € 34 201 249.The number of media hits was 3184.In total, 6.2 million people travelled to Finland in 2019 – equal to 967 full Airbuses more than previous year.