Personal endorsement anywhere, anytime with life-sized displays

The power of personal endorsement is well known. With life-sized personalised displays brands can harness that endorsement power and place it wherever they like for maximum effectiveness. That is what our Finnish colleagues did with Jarkko Nieminen, Finland’s greatest ever tennis player (ATP world rank if 13), who recently began a new athletic career in floorball playing for the SC Classic men’s team.

Challenge

SC Classic wanted to use Nieminen’s high profile in Finland to market the club and its games ahead of the season and ideally also add a fun element for their customers – the fans attending games. Crucially, the marketing activities had to be both ecologically responsible and cost-effective.

Approach

DS Smith proposed life-size cardboard Jarkko Nieminen figurines , which are free-standing  and can therefore be placed anywhere.  That location flexibility allowed fans to ‘meet’ Nieminen in far more locations and for longer periods than could ever be arranged with an actual person. Fans could take selfies with their sporting hero and share them on social media, further spreading awareness of the club. It was important that the printing be very high-quality to convey the right message and when the campaign ends the cardboard figure is easily recyclable and does not generate any waste to landfill.

Results

• Great clarity of message as the life-sized and realistic Jarkko Nieminen figurine in uniform conveys the SC Classic brand.
• Increase awareness by placing Jarkko Nieminen figurine in different locations so that fans and potential fans  can ‘meet’ Jarkko, take a selfie to be shared on social media and exponentially increase the marketing value of the initiative.
• High impact and targeted marketing presence as the figurines are easy to transport and place for extended time periods during the campaign.

Environmentally friendly as the high-quality printed cardboard is easily recyclable  and does not produce any waste to landfill at the end of the campaign.