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CLC – The Greatest Jackpot of All Time

Communications campaign to influence Parliamentary Elections’ discussion topics

In the spring of 2023, CLC and BCG published a report on Finland’s Moonshots for Green Growth. Our objective was to make green growth’s potential a topical theme prior to the Parliamentary Elections throughout Finland and get an influential group of companies behind the message. With the Greatest Jackpot of All Time campaign we were able to turn the difficult language into easy-to-adopt messages, and get attention for the topic across the country, using the voice of various companies. 

Advertising Business transformation & transactions Growth & commercial opportunities Public and governmental affairs Society, media & stakeholders

Client: CLC

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Executive summary

The Finnish Parliamentary Elections were approaching and our client, Climate Leadership Coalition and their network, were worried that the potential of green growth would be left out from the discussions. The key challenges were the difficult language used, and the differences in opinions on the subject. In an economically and security politically challenging situation, where discussion revolves around these themes, receiving attention for green growth was even more challenging. 

Insight highlights

  1. Finlands’ key challenges during the next parliamentary rule

    During the next parliament rule, Finland has many challenges to solve: the aging population, governmental debt, as well as economic growth slowing down. Green transition’s export potential could be a solution to many of these. 

  2. Difficult language used to talk about green growth can be off-putting

    To those groups that resist the green transition, it can easily be about not understand the financial potential for all of Finland. We took all complicated themes and turned them into Finnish cultural references to make them easier to adopt. 

  3. Finding the key things to communicate in an extensive report

    According to the report, the exports related to green growth can be up to a billion euros annually, by the year 2035. We borrowed the wording from lottery – dear to many Finns – to simplify the message. 

Cultural and societal insight

Finland has many challenges to solve, including the governmental debt and economic growth slowing down. According to the report by CLC and BCG, the export potential of green transition for Finland is one billion euros in 2035 – and thus a clear solution to the challenges. The difficult language used to describe green growth can be forbidding for many, and the discussion is rather polarised outside the “green bubble”. We wanted to turn the export moonshots into as simple messages as we could. 

Societal and commercial challenge

In the spring of 2023, CLC and Boston Consulting Group (BCG) published a report on Finland’s moonshots for green growth. Due to its wide scope and challenging topic, the report was not accessible to a larger audience and under the elections. We wanted to make green growth’s potential a topical discussion theme prior to the Parliamentary Elections all over Finland and cross-party, despite the polarised topic – while all the 90 companies in CLC’s network needed to support the same key message. 

How we did it

Output 

We borrowed the key message from the world of lottery, an institution dear to Finns. To describe the industry moonshots, we made references to the Finnish culture to make them easier to understand and catch people’s attention.

We designed a publicity campaign that spread nation-wide in newspaper and out-of-home advertising, as well as through both sponsored and partners’ social media.

The PR work was carried out in two phases. First, in connection to the publication of the report in the beginning of the year, and then before the start of the campaign. In our PR work, we highlighted the challenges in Finland in the words of business influencers and presented green growth’s potential as a solution to these challenges. 

“With this campaign, we sought to give large Finnish companies a chance to communicate in their own voice how they are making the green growth a reality. We had great success, as the entire membership of CLC took part, and many of them participated with their logos and stories.

We wanted to be visible in regional newspapers, which continue to be areal messengers. Moreover, digital and out-of-home advertising were strongly involved, as the messages were published through them.”

Tuuli Kaskinen

CEO, Climate Leadership Coalition

Stronger voice together

We got 90 companies behind the shared message, and 13 companies to participate with their logos and case stories. Earned media covered all of Finland: the report was discussed on Helsingin Sanomat (HS), and five regional newspapers highlighted our opinion piece. The out-of-home advertising was carried out in 16 cities and advertising was done in 30 regional newspapers across Finland. The companies sharing the message brought the jackpot home and raised the topic into societal debate. 

Social coverage

How the Jackpot appeared in social channels

Impact highlights

  1. Influential group of companies

    We got the entire CLC partner network of 90 companies behind the shared message, and 13 companies to participate with their logos and case stories. Companies shared the message on their own channels which took the jackpot home.  

  2. Paid visibility across Finland

    The out-of-home advertising was carried out in 16 cities and both digital and print advertising was done in 30 regional newspapers all over Finland, including multiple local newspapers’ covers.

  3. Media attention

    The publicity of the campaign covered all of Finland: already by the time the report by CLC and BCG was published, Helsingin Sanomat (HS) published a comprehensive article, after which the topic was discussed in media (e.g. an editorial by HS 17.2. and a critical analysis by HS 26.2.). Five regional newspapers highlighted our opinion piece just before the campaign was launched.

Miltton’s input

  • Crystallizing key messages
  • Campaign concept and visual idea
  • Campaign planning and execution
  • Media work  

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