Background
In June 2026, insurance company Turva launched its new brand identity in, among other places, the street scene of Helsinki using out-of-home advertising. Elastinen served as the face of the campaign and acts as an advisor to Turva's management in the executive team. Such a role and organizational structure is exceptional in Finland and unique in the insurance industry.
Turva did not want to leave the effectiveness of the out-of-home advertising campaign to assumptions. After the campaign, research was conducted to examine how well the advertising was noticed, how the new brand identity performed, and what impact the advertising had.
Execution
Turva's campaign was visible on Outshine's digital out-of-home advertising displays in 19 locations. In a visually striking execution, Elastinen and Turva's new brand identity took center stage, and short messages worked well in a quickly comprehensible out-of-home advertising environment.
After the campaign, our research partner conducted a campaign measurement. The study examined the campaign's notice value as well as the functionality and effectiveness of the new brand identity.
Results
Turva's campaign achieved excellent notice value: 33% of respondents remembered seeing the campaign outdoors when moving around Helsinki. According to the research, this result can be considered an excellent level for out-of-home advertising.
The advertising concept itself also received a strong reception. 65% of respondents felt the advertising was well-suited to out-of-home advertising, and nearly half felt it stood out favorably from other insurance companies' advertising. The advertising was perceived as clear and recognizable: the advertiser was clearly evident, the advertised message came across well, and the campaign created a positive image of Turva. The choice of Elastinen as the face of the campaign also proved effective.
Attention did not stop at mere notice. As many as 34% of respondents reported that the advertising influenced them in some way, which was considered a good result in the research for a low-interest category like insurance. The advertising was most successful in providing new information about Turva and reinforcing the perception of Turva as a suitable insurance company.
Overall, the research showed that Turva's new brand identity worked in digital out-of-home advertising: the campaign was noticed, it was perceived as suitable for the channel, and it also had measurable impact.
Advertiser
Advertising agency
Out-of-home advertising execution
