Erottajankulma

Challenge

Our task was to build a new brand around this iconic 1893 property in central Helsinki. Its key strengths lie in the prime location and beautiful Neo-Renaissance architecture, while the main challenge is that the spaces do not easily accommodate modern office layouts.

Solution

The brand positioning draws from the cultural and professional universe of the existing tenants — embassies, wealth advisors, and law firms. Through this positioning, we aim to attract tenants of similar standing, thereby strengthening the community within the property.

We brought this positioning to life through refined copywriting and classical architectural studies rendered in pencil.

For our campaigns, we adopted a strategy centred on native content — material that blends naturally with other content on the platform. In contrast to ads that explicitly deliver a marketing message or call to action, native advertising seeks to evoke genuine interest and curiosity from the audience.

Results

We achieved:

• High average click-through rate of 2.07%, compared to a 1.16% benchmark for business services on Meta.
• One video ad showcasing the property’s entrance achieved a click-through rate of 5.35%. This indicates that people are engaging more deeply with the brand out of genuine interest, rather than merely responding to a call to action.