The initial impact
Following this debate, Poutanen told Adweek that creative agencies have a role to play in a more transparent and ethical form of lobbying.
“It was a big leap for the agency. We were taking our knowledge of experiential marketing into a new domain and putting ourselves on the line,” he said. “When you are clear about your purpose, the reward is always greater than the risk.”
S Group is still gathering results from the campaign, but it has so far reached an estimated 3.1 million people on social media (or 60% of Finland’s population of 5.5 million), according to United Imaginations. In media outlets, the overall sentiment for a new pharmacy system was 63% positive or neutral and on social media it was 79%.
Finland will hold parliamentary elections at the beginning of April, with the new government set to examine the pharmacy regulations.
