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Case: iLOQ

The road to success leads through digital access management

Digital locking and mobile access management solutions provider ILOQ, together with Avalon and NTRNTZ production company, convinced the Formula-One star Kimi Räikkönen to sit down on his couch to answer questions that puzzled his fans, to do a cannonball jump into a swimming pool and to tour the Swiss Alps. 

Premise and goals

The main goal of the Kimi’s Keys to Success campaign was to increase brand awareness of ILOQ in Central Europe, Finland, Sweden as well as Germany.

We wanted to bring forward new sides to Kimi, ones that the great public had not yet had the privilege to see, as well as to encourage people from across Europe to ask him about his life.  

case_iloq_kimi_kuva1

 

Implementation and solutions

Kampanja sisälsi viisi erillistä osiota, jotka muodostivat tarinallisen jatkumon. Jokainen kampanjaosio toimii myös itsenäisenä kokonaisuutenaan. Vahvasti sosiaalisen median toimenpiteisiin keskittynyt kampanja pyöri iLOQin Instagram-, YouTube-, Facebook- ja Twitter-kanavissa neljä kuukautta ja sisälsi myös jokaisen kohdemaan oman laskeutumissivun. Eri osioiden julkaisussa kiinnitettiin huomiota Formula 1 -kauden etenemiseen ja sille tärkeisiin päivämääriin.

Kampanjalle luotiin avaimet käteen -toteutusmalli, joka sisälsi konseptoinnin lisäksi kaiken luovan suunnittelun, sisällöntuotannon, kuvaukset ja kampanjasisältöihin liittyvän somehallinnoinnin kaikissa kanavissa. Kampanja toteutettiin osittain yhteistyössä ICOM-kumppanitoimistojen kanssa. 

Kampanjamateriaaleja suunniteltaessa otettiin huomioon myös materiaalien jatkokäyttömahdollisuus muissa markkinointiviestinnällisissä yhteyksissä. Video- ja still-kuvaukset toteutettiin yhteistyössä tuotantoyhtiö NTRNZ:n kanssa neljän kuukauden aikana kolmessa Euroopan lokaatiossa ja muun muassa Belgiassa Kimin motocross-tallin tiloissa.

Results

The campaign reached 1.7 million people through social media.

We got off to a good start as we reached half a million viewers in two weeks through social media. The pace accelerated from there as the campaign advanced. It has been great to notice how much Kimi and ILOQ interest people and how this has resulted in an increase in contacts from potential customers.

Collaboration with Avalon has been really forthright, and I have been able to trust the quality of their work.”

 – Joni Lampinen, Marketing Director, iLOQ

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