Reima and Visit Finland inspired kids around the world to be active for over a million hours
Reima, a producer of active kidswear, and national tourism authority Visit Finland combined their efforts for a cross-industry campaign. Their goal was to increase awareness about the benefits of active life by challenging families to move more – while also promoting Finland as a destination for families with kids. The campaign exceeded its goals.
Reima and Visit Finland launched their four-month activity challenge in August and inspired families around the world to log a million extra hours of daily activity. The message was broadcast through PR events and influencer marketing as well as numerous advertising avenues. The campaign hit its million-hour mark on December 11 and reached a whopping total of 1,118,000 hours by the end of the year.
Finns the most active nation
Reima's campaign was visible in Europe, Asia and North America. Families around the world could take part in the challenge and participants in 15 countries were also eligible to win a trip to Ruka. The campaign’s website clocked more than 120,000 visitors and Reima estimates that nearly 100,000 kids took part in the challenge.
While Russia had the most participants, Finland logged the most active time – 356,761 hours. Finland also had the most families equipped with ReimaGO activity sensors. The sensors alone registered nearly 400,000 hours of physical activity worldwide.
“Our most important market, Russia, picked up their pace midway through the campaign, coming up to nearly half of Finland’s tally. The USA logged thousands of hours while China and Germany reached tens of thousands, even though Reima is still relatively unknown in these countries”, Reima’s CEO Elina Björklund rejoices.
Reima to donate sporting goods worth €15,000
Active communities, such as schools, clubs and kindergartens, were also invited to take part in the challenge and report their hours on the campaign’s website. Reima will choose one community from each of the 15 campaign countries to receive sports equipment worth €1000 to boost their activities.
Finland’s status as a hot destination bolstered
Reima’s campaign also gave Finland an abundance of positive attention as a destination. The campaign combined several of Visit Finland’s themes: the diversity and purity of Finnish nature, active holidays, Lapland, reindeer and Santa Claus.
“The campaign also gave Visit Finland an organic connection with a growing target group: families with children. Our goal was to leave both kids and adults with an image of exotic Finland, a place where there are always things to do and see”, says Visit Finland’s Marketing Director Heli Jimenez from Business Finland.
Finland’s snowy nature to provide icing on the cake
The entire campaign culminates in March, when 15 lucky families from the participating countries will spend an unforgettable week of adventures at Ruka. Reima, Visit Finland and Ruka will also invite a journalist or a blogger from each country to join the fun with their child. The Kidventure week will be an international celebration of families where kids from around the world can get familiar with snow, ice and Finland’s winter activities. The families will get to experience all of winter’s wonders, from meeting Santa to sled rides under the northern lights.