Helsinki’s deserted stores transform into OOH for small businesses as a gift from Telia phone carrier

Small businesses have been hit hard by the pandemic and, as a result, a great number of brick-and-mortar stores globally have been left deserted.

Telecommunications and ICT company Telia Finland turned empty business spaces in Helsinki, Finland into Christmas displays to encourage consumers to shop small and locally for Christmas.

“The significance of small businesses for the economy is enormous, and the financial wellbeing of an entrepreneur has a direct impact on their entire family. We want to encourage people to purchase Christmas gifts from small businesses by displaying the range of their craft – the survival of a small business can rely on a single consumer’s decision,” says Suvi Pihkanen, Director of B2B Marketing at Telia Finland.

Telia Finland’s Christmas displays showcase dozens of small businesses and direct customers to their shops from the beginning of December until Christmas. The businesses are also promoted in Telia Finland’s holiday catalog which will be distributed to a million homes.

Telia Finland has created the campaign in collaboration with the advertising agency TBWA\Helsinki. “Small businesses are the soul of our cities, and Telia is committed to preserving them long term. With the Christmas display campaign, we’re able to provide small businesses with vital visibility for a moderate media investment. A display in the center of Helsinki, for instance, can be viewed up to 3 million times during the campaign, which is a lot in a country of 5 million residents.” explains Markus Nieminen, Creative Director. 

The Christmas displays are a continuation of Telia Finland’s campaign #Together carried out in the spring, where the company donated coverage in print, tv, radio and digital media to small businesses to advertise their services. Time spent with the advertising adds up to over 30 000 hours. In the fall, Telia Finland launched the Small Business Friday movement where it encourages everyone to shop small at least once a week.

Advertising Agency: TBWA\Helsinki

Chief Creative Officer: Jyrki Poutanen
Executive Creative Director: Mikko Pietilä
Executive Account Director: Anna Masalin
Creative Director: Markus Nieminen
Account Director: Laura Somervalli
Art Director: Fredrik Stürmer, Nelli Immonen
Senior Creative, Copywriter: Emma Kanninen
Graphic Designer: Riikka Häkkinen, Birgit Harinen
Junior Copywriter: Tuuli Linna
Project Manager: Satu Heikkonen
Communication Strategist: Paula Sonne
Junior Communication Specialist: Saana Simander
Copywriter: Satu Ekman
Creative Strategist: Joonas Hokka

Client: Telia Finland

B2B Marketing Director: Suvi Pihkanen
Marketing Development Manager: Aino Seppälä