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GRK: awareness and IPO campaigns

Infrastructure is behind it all.

It was about time that GRK, a strong Nordic player in infrastructure construction got their brand better known in Finland. Miltton created an awareness campaign for this purpose. Going forward, the same campaign concept also became useful in making GRK a listed company.

Advertising Capital markets communication and investor relations PR and media relations Video production and photography

Client: GRK

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Starting position

  1. Everywhere but poorly known to the general public

    As a builder of highways, bridges and rails GRK’s work is firmly positioned behind people’s everyday life, but few knew about it.

  2. An inherently societal role

    GRK is responsible for infrastructure that is essential for transporting resources, creating industries and national security. 

  3. Investor confidence had been fragile for an extended period

    The construction sector lacked favor among general investors and the market had been dormant for over two and a half years.

Our solution

GRK needed a creative approach that would raise it up from the grey mass of typical B2B construction sector advertizing. The campaign payoff “Kaiken takana on infra”/”Infrastructure is behind it all” was paired up with visuality featuring children playing in front of GRK-built infra. The multichannel brand awareness drive took place in Autumn 2024. 

Hot on its tracks the IPO campaign came out in early 2025, applying the same visuals and radio ad concept to benefit from the raised awareness from few months back. 

Awareness campaign

Channels for the awareness campaign included OOH, DOOH, radio, social media and PR. Creative execution was designed to be memorable, playing with the idea of what roads, rails and bridges sound like in kids’ play and at the same time underlining GRK’s societal role – infrastructure behind it all.

Radio ad

Awareness campaign radio spot

The radio spot took the onomatopoetic approach from the ad headlines and transferred it into audio. 

IPO campaign

In the IPO campaign, we raised the payoff as the key message, now targeting solely potential investors. Widening the media palette from the previous campaign even further, the IPO marketing communications became impossible to miss among the target group. Miltton also assisted GRK with the overall communications around the IPO from the marketing brochure to IR website and media trainings. 

We were looking for a partner with extensive and diverse expertise. We needed assistance with both a creative marketing campaign and strict IR communications during our IPO project. Among the professionals at Miltton, we found all the experts we needed. 

One of GRK’s values is: We succeed together. This value was excellently realized during our project. The collaboration with Miltton also aligned with our other values: there was no hesitation, no fear, and it wasn’t just about showing up to work – we took responsibility together.

Tiina Niemi

Communications Lead, GRK

Results

  • Paid media significantly outperformed benchmarks (e.g., 2%+ CTR in Kauppalehti, nearly 4% CTR in desktop interstitials).
  • IPO campaign’s social media (Meta, LinkedIn, Google) delivered 5.5M impressions, 9.3K clicks, with particularly strong results in LinkedIn engagement and cost-efficient Google visibility.
  • GRK’s visibility among investors rose sharply, and the creative concept and memorable tagline “Kaiken takana on infra” received widespread praise from investors and media professionals.

See more about Miltton as your partner in IPOs

Miltton is your strategic partner in the entire IPO journey. Leveraging extensive experience, we assist clients from the initial phases leading up to the public listing, through the offering and listing day, and into the first months as a publicly traded entity. We collaborate seamlessly with our clients and their legal and financial advisors throughout the IPO process.   

Miltton as an IPO partner

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