Background
The campaign celebrated Suunto's 90-year journey. At the core of the communication were Suunto's heritage, Finnish expertise, and the trust built over decades.
The target audience consisted of widely active adults interested in well-being, mainly aged 25–55. Demographically, the emphasis was on working-age urbanites who spend a lot of time outdoors, value quality and durability, and recognize the Suunto brand through sports, outdoor activities, or design.The campaign was also designed to reach new audiences outside the traditional core audience.
Suunto's 90-year story deserved to be seen in an environment that genuinely reaches people in their everyday lives. DOOH allowed us to tell the brand's long journey in a modern and impactful way, while simultaneously strengthening Suunto's position as a timeless and reliable brand
Execution
The campaign utilized striking and narrative-driven DOOH solutions. The creative execution highlighted Suunto's timeless design and the brand's continuous development.
DOOH was chosen as the medium because it enables high visibility, broad reach, and strong visual impact exactly where people move in their daily lives. Digital out-of-home advertising also offered flexibility and the opportunity to build a truly spectacular anniversary campaign.
The collaboration with Outshine enabled high-quality execution and strategically strong locations, which supported the campaign's goal of maximizing attention and memorability.
Results
In the campaign, Suunto's long history was brought to the fore in a simple and impactful way, without excessive product-centricity. DOOH made it possible to tell the brand's long story in a modern and dynamic media environment.
Research showed that the campaign succeeded in sparking interest and building a positive image among those who noticed the ad. Effectiveness was better than benchmarks in all measured statements.”Suunto's 90-year story deserved to be seen in an environment that genuinely reaches people in their everyday lives. DOOH allowed us to tell the brand's long journey in a modern and impactful way, while simultaneously strengthening Suunto's position as a timeless and reliable brand,” says Suunto's Nordic Marketing Manager Eerika Kaila.
Campaign team:
Advertiser:
Planning:
Joonas Vinnari / Dirt & Street Production
Out-of-home advertising concept and execution:
