The Impression-Maker of the Year: Ronja Salmi, Ryöväri Oy
As the new Programme Director of the Helsinki Book Fair, Ronja Salmi has placed child and adolescent readers at the centre of the event. The fair’s programme has also emphasised the significance of reading and literacy in a positive and fresh way. Salmi has paid special attention to the new target audiences when planning the programme, and she has also increased the appeal of the Helsinki Book Fair as well as reading as a hobby among younger readers.
Ronja Salmi renewed and reconceptualised the children’s section. Its realisation increased the significance of children’s literature in the whole event, delighting its target audience and the whole industry.
“Ronja Salmi has provided a face for the renewal of the Helsinki Book Fair. She has worked closely with the team behind the Book Fair and the whole industry. In 2018, the Helsinki Book Fair had an astonishing and record-setting 85,600 visitors.”
The justification of the jury:
This person has innovated a traditional event in a brave and fresh manner bringing it within the reach of new user groups and inspiring the next generations not only to appreciate events, but more widely culture.
The Marketing Professional of the Year: Sumeko Oy/Kawasaki
Sumeko Oy is part of the Finnish family business SGN Group. It specialises in the wholesale of recreational vehicles and has imported Kawasaki motorcycles since 1965.
Sumeko Oy participated in the MP18 Motorcycle Show with the aim of creating a clear, memorable and attractive fair stand in order to increase sales. The company also wanted to commit the whole team to welcoming visitors of all ages.
“At the show, the sales of Kawasaki motorcycles doubled compared to last year, and the market share increased to 24% for the whole year. Our stand received a lot of well-earned attention in the media, for instance. We actively pre-marketed our new motorcycles and the possibility to test them on the longest indoor test drive track in Europe. In addition, we continued sending marketing text messages to test drivers during the show.”
The justification of the jury:
This organization set the goal high, centered its bets boldly around event marketing, worked intensively before, during and after the event – and achieved the goal.
The Exhibition Feat of the Year: Vimmacompany Oy
Vimmacompany Oy represents Finnish design expertise by producing classic, long-lasting and ecological print clothes for the whole family. Vimmacompany produced a charity fashion show for the Child Fair 2018,
showcasing children’s patient clothing.
The aim of the show was to launch the new patient clothing collection. The show’s performers included patients from the paediatric and adolescent oncology unit as well as children from Sykerö, a society for families with children suffering from cancer. There was also a live performance by Joacim Viljamaa who rapped about his story. The clothes were donated to the paediatric and adolescent oncology unit of the Turku University Hospital.
“All the big local newspapers wrote about the event. The show was moving: as child patients performed on the stage, children with cancer in infection isolation were also able to participate in the show through photos taken at the ward.”
The justification of the jury:
The operations of this organization are driven by the will to help and the joy of working with those who are less fortunate and need help. They took joy and good spirit to where it was needed the most. They took the commercial environment and produced something good and authentic into it.
The Event of the Year: The Hursti Association
Veikko and Lahja Hursti’s Charitable Association was founded by Veikko Hursti, the Counsellor of Social Welfare. The organisation began its operations in the 1960s and is currently run by Veikko’s son, Heikki Hursti. The organisation distributes clothes and food for those in need around the year and organises various events. The operation is funded solely by donations.
On Christmas Eve 2018, the Hursti Association organised a Christmas celebration for the lonely and socially excluded at Messukeskus. The aim was to bring Christmas to those who could not otherwise celebrate it, through a warm Christmas meal and atmosphere. The celebration left all participants in cheerful spirits and with full stomachs.
“We could not have made this happen without volunteers and our partners. For us, it is enough to receive thanks from the customers and see them smile and enjoy the celebration.”
The justification of the jury:
The operations of this organization are driven by the will to help and the joy of working with those who are less fortunate and need help. They took joy and good spirit to where it was needed the most. They took the commercial environment and produced something good and authentic into it.
The Stand of the Year: The Finnish National Opera and Ballet
The Finnish National Opera and Ballet is a national art institution that offers opera and ballet performances and other events for audiences of all ages. There are generally four new opera productions and three new ballet productions each year. Added to these are revivals of old productions, resulting in a programme that includes dozens of productions in the course of a year. In addition to established classics, performances include contemporary opera and dance works and especially new Finnish works.
The Finnish National Opera and Ballet participated in the Helsinki Book Fair 2018. Its aim was to enthrall new customers, delight culture enthusiasts and strengthen existing contacts. Instead of sales, the focus was on creating customer encounters through the Little Mermaid experience.
“Our stand was boldly designed with content at the forefront. Our stand was centred around the Little Mermaid ballet, a recording of which was shown on a big display. Visitors were able to immerse themselves in the world of ballet using wireless headphones. A seahorse lit with led lights functioned as a prominent landmark in the hall.”
The campaign website was accessed more than 5,000 times during the fair. In addition, newsletter subscriptions increased and the website traffic of the Little Mermaid production was above average during the whole fair week.
The Finnish National Opera and Ballet
The justification of the jury:
This organization chose to ignore selling and focus on creating experiences and authentic, meaningful encounters. The results speak for themselves!
The Exhibition Team of the Year: Isku
Isku is a 90-year-old Finnish family business that designs and produces furniture in its factory in Lahti’s Mukkula. Its furniture creates feelings of success for customers in homes, schools, workplaces, hospitals and care environments as well as in other public spaces. The company sells its own Isku furniture as well as products from other well-known furniture brands in 25 stores around Finland.
Isku participated in the Habitare 2018 event with the theme “The Brave Do Things Differently”.
The company’s aim was to achieve its best-ever fair result at Habitare and to increase visibility for its new products and the ISKU brand. The goals set for the stand were greatly surpassed. The highest sales target ever was exceeded by over 20%, and the sales at the stand reached over one million euros during the fair.
“Isku’s 90th anniversary was strongly highlighted. The team was informed of the sales target in advance and its realisation was monitored during the event. The hectic nature of the fair only emphasised our collaboration and unique team spirit. The fair team’s willingness to pull the same rope is a matter of honour for the people of Isku.”
The justification of the jury:
This team made working together for a common goal their matter of honour. The set goals were met and surpassed – with courage and joy.
The Programme of the Year: The Finnish Software and E-business Association
The #mimmitkoodaa programme aims to encourage women interested in the software business to learn coding and find employment in the industry. Together with its member companies, the Finnish Software and E-business Association provides free training for women interested in the field who have no previous coding experience.
In 2018, we organised 39 workshops and 2 launches across the country. The aim of these events was to encourage women interested in the software business to learn coding and find employment in the field, as well as to acquaint people with the industry and get them excited about it and its possibilities. Within a year, 3,500 women participated in the programme. Many participants felt encouraged to continue on with their studies and some have also found employment. The programme continues in 2019.
The justification of the jury:
“There was a demand for this – no artificial kindling was needed. We created the programme together with our member companies who offered their time and covered both teacher and facility expenses. The programme’s success required a sense of community and shared responsibility.”
The Finnish Software and E-business Association