Launch of a nationwide online service
The S Group's restaurants were consolidated into a single platform called Raflaamo, which required a compelling launch campaign. The Dudesons were chosen as the faces of the campaign, embarking on successful adventures across various channels including TV, social media, banners, the Raflaamo service, and S Group's restaurants. The campaign aimed to generate attention and attract users to the new service – goals that were successfully met.
Making Raflaamo visible to all
Raflaamo.fi emerged as a result of collaborative efforts between SOK Travel and Catering's chain management and their partners, with a focus on meeting customers' needs. The goal was to launch Raflaamo prominently, ensuring users could easily discover the service from the outset.
The Dudesons were chosen as the faces of the campaign for their ability to resonate with the target audience and effectively represent the Raflaamo service.
In terms of campaign execution, TV commercials and guerrilla activities within the Dudesons' networks aimed to establish and promote the Raflaamo brand. Meanwhile, the online campaign adopted a more tactical approach, aiming to encourage as many users as possible to experience Raflaamo firsthand. Visit www.raflaamo.fi to learn more.
See the videos in Finnish
The TV commercials offer a glimpse behind the scenes with the Dudesons. As entertainers actively touring the country, they frequently encounter situations where the Raflaamo service proves genuinely beneficial: whether it's craving a snack on the road or needing a quick meal in an unfamiliar city. The Dudesons' real-life experiences effectively showcase the situations and everyday challenges to which Raflaamo provides a solution.
As a tactical approach, the Dudesons were featured on banners directing people to participate in the Raflaamo "Find a Dudeson" competition. The concept was simple: encourage as many users as possible to try the service and make it their own - all under the guise of a free lunch hunt.
Additionally, the Dudesons delighted people with their cheerful guerrilla attacks in S Group restaurants, which they shared on their social media networks, garnering a remarkable number of likes. The campaign was a success: the results exceeded expectations, the target audience embraced the service, attention metrics were impressive, and Raflaamo became an integral part of its users' daily lives.
Results
- +12.5% Higher-than-average* attention value in TV advertising
- +30.8% Higher-than-average* attention value in internet advertising
- +3,65% The campaign generated interest better than average*
"A substantial amount of effort was dedicated to the launch. We explored various angles and strategies not only to shape perceptions but also to translate the garnered attention into concrete actions. The objectives set for the raflaamo.fi launch in terms of visibility and user engagement were exceeded by a large margin. Raflaamo.fi, as a new nationwide restaurant web service, attracted attention, and its usability was perceived as intended. We achieved tangible, measurable actions within the target audience."