Program sponsorship with Diili effectively conveyed Fennia’s message as an advocate for entrepreneurship

Apr 17, 2023

Program sponsorship increased people’s awareness of Fennia and influenced the brand’s image. Fennia Group provides risk management and insurance services for enterprises, entrepreneurs and private households.

Objective

The cooperation with Diili aimed at strengthening Fennia’s entrepreneurial image, as the show is strongly based on entrepreneurship and is therefore a natural environment for Fennia’s messages. The show sought a development director for the host company, owned by Jaajo Linnonmaa, and looked to the future, which also supports Fennia’s values.

“We select program sponsorship projects from two perspectives: first, we want to build awareness so that we are on people’s minds when the time comes to think about insurance issues. Second, we also want the sponsorship to fit well with our brand. Diili is very well suited for us, because Fennia has strong roots in entrepreneurship. Diili encourages people to make solutions, experiment and take bold steps forward. This fits well with the message we want to share,” says Selja Kohonen, Marketing Director at Fennia.

All measures taken by Fennia aim to strengthen the emotional bond with its customers.

“If our own customers feel that our message is relevant, at its best, being a part of Diili reinforces the feeling that they have made the right choice,” Kohonen says. 

Solution

Program sponsorship with Diili from 22 February to 26 April 2021. The sponsorship included TV tags in the show’s premieres and quick reruns, the Ruutu tag at the beginning of the episodes and in short content, as well as commercial break promotion in Ruutu.

The project also included radio content cooperation in Radio Suomipop’s Aamulypsy from 12 April to 25 April 2021, which included radio content cooperation tags in Aamulypsy, a promotional spot at Radio Suomipop and Supla, a fixed promotional banner in Supla, a cross-screen parade in the Sanoma network and Fennia’s campaign page “What motivates you to move forward in the future?”

Aamulypsy activated listeners to Fennia’s campaign page to tell about their motives and participate in the prize draw of a thousand euros.

Results

Diili reached an average of 822,000 viewers (10+) per week on Nelonen’s Jim and Ruutu. Most viewers were in the target group of women aged 25–54 (Source: Finnpanel Oy, Total TV study, AdEdge VOD, February–May 2021.) During the season, the show was followed with particular enthusiasm in Ruutu. During the season, there were approximately 2.3 million new Ruutu viewings.

According to a program sponsorship survey:

  • 47 per cent of respondents remembered seeing Fennia’s advertising.
  • 78 per cent of the viewers who watched Diili regularly.
  • 67 per cent of people in Fennia’s target group remembered seeing Fennia’s advertising.
  • 68 per cent of the viewers who watched the show at least occasionally felt that Fennia was very or fairly well suited to work with Diili.
  • 80 per cent of people in Fennia’s target group felt this way.

“The show is looking for an entrepreneurial person and, due to the nature of the show, the advertising is suitable for it.”

“A quality atmosphere and a professional connection between the show, the advertiser and even me.”

Of the target group:

  • 39 per cent felt that program sponsorship improved their image of Fennia. The viewers felt that the company had been renewed and portrayed in an interesting way.
  • 58 per cent of the respondents felt that Fennia was a natural cooperation partner. In particular, the entrepreneurial spirit brought Fennia and Diili together.

In the set of different statements, the suitability of advertising for the show rose above the data bank averages.

“Our goal was to increase awareness, and there was some good development in this. Our message about advocating for entrepreneurship was well conveyed. Open feedback was submitted about Fennia being an insurance company that wants to encourage people to see opportunities. We were very happy that the brand match worked. It’s not always obvious that the brand image will fall into place.”

Kohonen is pleased with the cooperation with Sanoma.

“People at Sanoma are proactive and suggest trying new things, which is important. I have so many irons in the fire that I don’t always have time to figure everything out. The understanding of what we are aiming for in terms of brand image has developed through our cooperation. Sanoma offers a variety of solutions for our entire sales pipeline, including both precise and broad solutions.”

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