Amid today’s increasingly fragmented media landscape, radio continues to demonstrate its unique power to create moments that bring entire nations together.
A standout example is the collaboration between Hartwall, one of Finland’s leading beverage brands, and Sanoma, a major multimedia house, which transformed bad weather into a nationwide cultural celebration through creativity and radio-led innovation.
Radio at the Heart of Mass Engagement
Sanoma positioned radio as the cornerstone of the campaign strategy, starting one month before the November 9th, 2024 event. The decision was deliberate, counting on the fact that the radio could reach every Finn, regardless of location.
The radio-exclusive marketing strategy for tickets:
- Only 8,000 spots available at Helsinki’s Senate Square concert venue
- Tickets could not be purchased, only won through radio promotions.
- Winners pre-booked attendance by name to ensure commitment.
- Created tremendous buzz and demonstrated radio’s power to drive action
The results were immediate – all 8,000 tickets were claimed within just four days, demonstrating the campaign’s massive appeal and the effectiveness of radio as the driver of engagement.
Multi-faceted approach
While radio served as the campaign’s backbone, Sanoma leveraged its multimedia capabilities strategically. Supporting channels:
- TV advertising to build mass awareness
- Online advertising for targeted reach
- Print media for deeper storytelling
- Social media for sharing and buzz generation
Each channel played to its strengths while radio maintained its position as the primary driver of engagement. This integrated approach showcased the power of strategic media collaboration.
On the 9th November, the radio’s versatility truly shone through a carefully orchestrated broadcast with a comprehensive timeline:
- The excitement of a three-hour live pre-show from the Senate Square
- Radio hosts create an atmosphere throughout the afternoon.
- Two-hour main event featuring Finland’s top pop artists
- Simultaneous broadcast on radio, TV, and streaming platforms
Results that speak volumes
This approach meant that while 8,000 lucky winners experienced the concert in person, every Finn could join the celebration through their preferred device, making it truly inclusive. The collaboration delivered remarkable outcomes:
- Audience metrics:
- 600,000 TV viewers (in a nation of 5 million)
- 200,000 social media views with organic sharing
- 8,000 in-person attendees creating an authentic atmosphere
- Nationwide participation across multiple platforms
- Business impact:
- Significant increases in brand awareness
- Direct product sales growth
- Successful navigation of advertising restrictions
- Strong brand association with positive, memorable experiences
The campaign achieved exactly what Hartwall and Sanoma envisioned: a moment when thousands gathered physically while the entire nation participated virtually, turning something as gloomy as the greyest day into a joyful cultural celebration.
The blueprint for success
This case exemplifies how strategic partnerships between brands and media companies create experiences that transcend traditional advertising. Key success factors included:
- Combining Hartwall’s creative brand thinking with Sanoma’s multimedia expertise
- Using radio infrastructure to spark nationwide moments
- Seamlessly integrating multiple media channels
- Creating experiences worth celebrating together
The success of the campaign demonstrates radio’s enduring relevance in the digital age. Rather than being overshadowed by newer platforms, radio proved its ability to:
- Serve as connective tissue for nationwide moments.
- Bring people together through the power of audio.
- Integrate seamlessly with TV, streaming, and social media.
- Drive measurable business outcomes in regulated categories.
For brands navigating advertising restrictions and media companies seeking to demonstrate their value, this collaboration showcases a compelling marketing strategy: leading with radio’s unmatched reach and engagement capabilities, layering in complementary channels strategically, and creating experiences that give society something worth celebrating together.
In doing so, you don’t just create a campaign, you create a cultural moment that becomes part of the national conversation.
egta members can view the presentation of the campaign at the 2025 Marketing & Sales Meeting in Helsinki here.