Tallink Complaints Booth
Tallink Silja Oy
Issue 39 | June 2016
Agency
hasan & partners
Creative Team
Creative Director: Tobias Wacker Creatives: Jussi Pekkala, Ossi Honkanen Developer: Dean Clatworthy AD assistants: Ella Kivinen, Jussi Peso
Production Team
Producers: Emily Reed, Salla Tuomi Director: André Demony DOP: Toni Pasanen, Samuel Valkola Editors: Jukka Honkanen, Ville Lahti Color Grading: Mika Onnela Production Assistant: Ilona Hiltunen Account Director: Sari Heinilä Account Manager: Mikko Rosvall
Other Credits
Client: Tallink Silja Oy Marketing director: Hanna Länsivuori Marketing manager: Laura Österberg Social media manager: Noora Verronen Marketing planner, events: Eemeli Volanen Digital marketing manager: Niklas Rosti
Date
October 2015
Background
Tallink is the leading cruise operator on the Baltic Sea. They have a party cruise departing every day from Helsinki, Finland. These 22-hour cruises are the best cure for Entertainment Anemia – a rather common ailment in Finland.
Insight:
At Tallink they take fun seriously. When you party, you’re happy. When you’re happy, you are a healthy person: you have the energy to do things and your outlook is cheerful. They think fun is just as important to overall well-being as exercising regularly or eating right .
Idea
One thing Finnish people love to do is complain about everyday stuff: the weather, politics, taxes, work etc. Tallink wanted to turn all this negative energy into something positive and fun. This is how the world’s first Complaints Booth was born. In the Tallink Complaints Booth, people could trade their worries for a cruise.
Execution:
An old English phone booth was equipped with modern technology and placed in the middle of Finland's capital, Helsinki. In the booth (and also online in a banner) people were invited complain about whatever was bothering them.
A live operator listened to their problems, and – if their worries were heavy enough – rewarded them instantly with the best cure for entertainment anemia: a free 22-hour cruise.
Results
The Tallink Complaints Booth was live for only six days but was noticed by over 24% of metropolitan Helsinki’s inhabitants. Liking of the brand advertising nearly doubled from 32% to 58%. And that’s surely nothing to complain about.