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Morjensta pörssiin!

Howdy to the Stock Market!

Puuilo became the first company in the world to successfully advertise its IPO mostly in the radio. All the crucial information of the IPO was written in a form of a catchy song. 

Advertising Business transformation & transactions Growth & commercial opportunities Society, media & stakeholders

Client: Puuilo

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Challenge

  1. Sell 270 million €

    The target of Puuilo’s listing was to collect EUR 30 million more capital for the expansion of the chain and to sell stocks of the main owner for more than EUR 240 million.

  2. Gain awareness in the Finland’s biggest cities

    Although Puuilo had an extensive network of department stores across Finland, it was a relatively unknown in the big cities, where the potential investors lived.

  3. Get broad ownership base

    In recent years, investing has become a common hobby for Finns. We wanted to position Puuilo as a new stock that every individual small investor has in their portfolio.

Booooring

Heavily regulated IPO (Initial Public Offering) advertising is most often serious and boring.

In 2021, a total 29 IPOs were made on Nasdaq Helsinki. 28 of them didn’t contain any humour. The only one was Finnish retail store chain Puuilo. They are known for being joyful and hilarious, so the campaign should be loyal to the brand.

Due the huge amount of IPOs, the challenge was to create a campaign that at least sticks into people’s minds, even after the IPO. Actually, in 2021, there were several companies in Finland who failed to make a memorable IPO campaign and got listed really imperceptibly. 

Idea

Puuilo’s own advertising song (‘Morjensta Pöytään’ transl. ‘Howdy to the Table’) is commonly known in Finland. For this campaign, all the lyrics of the song were completely rewritten (‘Morjensta Pörssiin’ transl. ‘Howdy to the Stock Market’) to cheerfully tell the facts about the company’s IPO.

The ad was aired on commercial radio stations. The campaign had to be suspended due to an oversubscription. In other words, the shares were “sold out”.

Results

  1. Over 33 000 new shareholders

    A record for 2021 and one of the all-time largest numbers of shareholders of a newly listed company in Finland.

  2. Sold out

    The initial public offering of Puuilo was oversubscribed 2.8 times and it had to be terminated earlier than planned. 

  3. Award-winning

    The first ever IPO campaign that has been awarded both Vuoden Huiput competition Gold award and the Grand Prix of the Kaiku radio advertising competition.

Miltton’s input

  • All the IPO-related communications and consultancy
  • Concept and idea
  • Insights and strategy
  • Keyvisual
  • Advertising campaign

Want to hear more? Contact us

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