Outdoor is often regarded as a traditional and slow media, although each bus stop has its own location on the map. With these addresses we utilized outdoor advertising and media planning like never before. The world’s first real-time hyperlocal outdoor campaign that was triggered by an actual emergency call. The campaign then immediately appeared in the crime scene area and stayed live for the next 48 hours. The campaign revolutionized the usage of outdoor media through data targeting and never seen before collaboration of client and media owner.
Creativity is all about timing and relevance
Finland is topping the domestic violence charts globally, even though only every tenth case is reported. The aim of the reactive outdoor posters was to make people realize that domestic violence is happening in their neighborhood right now, and encourage them to report it more actively.
Domestic violence is not only a problem of the rougher areas.
Right after the domestic call had been made, the outdoor posters appeared in the streets near the crime scene for the next 48 hours. Domestic violence often happens during the night (88% according to the Helsinki Police data), so with day/night effect the posters reacted to the dark. During the day the posters appeared as an interior design photo and a filtered selfie, but in the evening the lights changed the images into a forensic crime scene photo and a raw evidence photo.
The world’s first real-time hyperlocal outdoor campaign was triggered by an actual emergency call.
These targeted 48-hour campaigns took place around Helsinki within two weeks in six different locations. There were two roll-outs, one in December 2016 before Christmas and one in April 2017 before Easter. The hyperlocal outdoor posters were highly effective because they appeared in the right locations at the right time. This made people wake up to the fact that domestic violence is happening in their own neighborhood, right now.
Make our hometown Helsinki a better place to live
We came up with this pro-bono idea of creating a violence stopping outdoor campaign for Helsinki Police Department already in Summer 2016. Our goal was to use outdoor media in a totally new and innovative way to create discussion around a very important issue.
We wanted to leave a dent in the universe and make our hometown Helsinki a better place to live.
Written by ex-outdoor salesman, who was part of the team that created the campaign for Helsinki Police Department.