Erottajankulma

Challenge

Our task was to build a new brand around this iconic central Helsinki property from 1893. Key features are the central location and beautiful Neo-Renaissance architecture, but the spaces are challenging as they do not accommodate modern office plans.

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, which strengthens the community within the property.

We've brought this positioning to life through refined copywriting and classical architecture studies drawn by pencil.

For our campaigns we chose a strategy that centers around ’native’ content. This is material that blends in with the other content on the platform. In contrast to ads that spell out the marketing message and explicit calls to action, native ads aim to generate sincere interest and curiosity of the audience.

Results

We achieved:

• High average click-through-rates of 2,07% compared to a benchmark of 1,16% for business services on Meta.
• One video ad showcasing the entrance of the property achieved a click-through-rate of 5,35%. What this means: People engage more deeply with the brand because of genuine interest, not just following a call to action.