Background
In DNA’s “Dare to Be You” campaign, the goal was to strengthen the core values of the DNA brand and remind people of the importance of individuality for every Finn. Individuality and courage are themes at the heart of the DNA brand and key messages both in the company’s employer promise and to all Finns. The aim of the multi‑media campaign was to remind people that everyone has the right to shine as themselves — even when that means standing out from the mainstream.
Execution
Across Outshine’s network, the campaign stood out from the mainstream with three special executions. Near DNA Stores, digital surfaces displayed an ad using a mirror‑like effect: a camera captured passers‑by and reflected their image onto the outdoor display. The result felt personal and engaging: the message “Dare to Be You” message together with the viewer’s own image made people stop – while reinforcing the message of the TV commercial running at the same time. The idea originated from Folk Finland, and Outshine handled the technical development and implementation.
“For DNA, the message ‘Dare to Be You’ means valuing everyone exactly as they are — in their own unique way. Regardless of age or gender, how you look, where you come from, who you love, or how you see the world. Diversity is a richness and a strength in our workplace. We hope it is the same for all Finns. That’s why this message fits especially well into the urban environment and the places where people move,” says DNA’s Marketing Manager Katariina Ikävalko.
Result
The interactive outdoor advertisement drew attention and received positive feedback for its participatory nature. DNA’s marketing team is pleased with their first pilot in interactive outdoor advertising, even though the final campaign results are still pending. The pilot also sparked interest in exploring more data‑driven and interactive outdoor advertising solutions in the future.
“We have never done this kind of interactive outdoor advertising before. The location of outdoor screens capable of enabling such a creative execution — right next to DNA Stores — made it possible this time. Data‑driven and passer‑by‑engaging outdoor advertising is definitely something we’re interested in continuing after this pilot,” Katariina concludes.
Thank you to DNA — and here’s to daring!
Campaign Team: DNA, Folk Finland, Dagmar, Outshine.
