SLOGAN OUT WITH A BIG HEART
Vastavirta created a brand new way to improve the awareness and the imago of Asokodit. The idea of festival wedding linked to the want of Asokodit to help young couples to start their life together. – Sponsoring the wedding is associated with the thought ”happiness has an address” stated Jaana Lahtinen, head of marketing. Asokodit also offers a wedding gift for the bride and bridegroom – housing one year for free in Asokoti.
DOUBLE-BARRELED, MULTICHANNEL CAMPAIGN
The campaign consisted of two parts: at first, brides and bridegrooms were looked for, second the audience got the possibility to vote for their favourites among five finalists. The media channels used in the campaign were outdoor, tv, radio, and social media marketing. The participation was organized via separate campaign page. In addition to the free housing, dedication on the main stage in the middle of the big audience was one of the baits. The wedding feast with friends and the wedding night at Sokos Hotel Flamingo was naturally included to the prize. The winner bride and bridegroom were announced on July 11th and the main event – the festival wedding was organized on July 22nd at Tikkurila Festival. There were about one thousand people following the wedding and the event was crowned with the priest’s selfie with the bride and groom.
THE AUDIENCE AND MEDIA GOT INSPIRED
Amazingly, thirty seven couples tried to achieve this dream of a different kind of wedding. The interest of the people exceeded all the expectations of Asokodit, who organized the wedding. The Facebook page achieved nearly 10 000 likes when people voted for their favourite couple. The campaign also achieved a lot of earned media – there were tens of articles written and published about the case.