Kategoria:
Paras toteutus / Paras kampanja / Paras verkkomainos / Paras datan käyttö
“What looks like hard work to most people is often just people caring a lot.”
– Paul Graham
Challenge
Nobody Gets Back on Feedback
Every brand says they care. “We value your feedback.” “We read every comment.” Classic. But usually it’s just feedback cosplay: surveys get filled, comments get filed, and the actual humans behind them disappear into a spreadsheet graveyard. Listening becomes a slogan instead of a verb.
Cultural Insight
Finns Love Their Feedback
Finns are built different: practical, blunt, and allergic to fluff. If something can be better, it gets said. Out loud. Clearly. Often. So when you ask a Finn for feedback, you’re not getting “Nice!” You’re getting a lovingly detailed improvement plan. And that’s something to be cherished!
Solution
Making 16,814 Feedbacks Count
We asked for feedback and Finland answered with 16,814 comments. To honor the effort, and to show we really, really care what people have to say, we had to go all in. No platitudes, no corporate nodding, just action.
EXECUTION
Tv & Radio
the 12-hour shoutout
We turned all 16,814 comments into a 12-hour ad. Every single one read out loud, one by one, by Keijo Leppänen, Finland’s most trusted voice. It aired overnight on national TV and radio, then spread across social and streaming.
Social Media
A multi-hour live viewing marathon
Event
And that’s not all folks…
It aired overnight on national TV and radio, then spread across social and streaming.
To push the campaign beyond all reasonable proportion, we also arranged a live marathon viewing event lasting several hours, and published a printed book containing every single comment! No self-congrats. Just customer truths.
A published book of nothing but feedback
Results
Going Big Paid Off
The campaign delivered K-Supermarket’s highest distinctiveness score ever, outperforming benchmarks even in the lowest budget tier. Customer benefits landed clearly across all key target groups, entirely in customer language. And despite its 12-hour runtime, it achieved national exposure: 15,000 overnight TV viewers (3+), national radio presence, and broad multi-channel reach without paid amplification.
By taking listening literally, K-Supermarket turned a tired promise into something visible and real.
“
A supermarket chain is taking the claim “We read every comment” quite seriously
“
a supermarket chain has taken its “we read every comment” to a whole new level
“
Something strange went down last night on Channel 4
+24%
cut-through distinctiveness
75 000
Views
+30%
attention value
+62%
positive engagement
+8%
more customer visits
+4.5%
sales growth at launch*
*+6.3% continued sales momentum
5M
Earned Reach
16M
Paid Reach
300+
mentions across 3 national stations
Sources: Meltwater and K-Supermarket Brand & Customer Impact Study, Dec 2025 (n=842). K-Supermarket Financial Report 2025
“When feedback isn’t just collected but taken to seriously, our stores improve. Many of the 258 K-Supermarkets manage to fulfill 100% of customer product requests and feedback.”
– Milla Sorsakivi, Chief Marketing Officer, K-Supermarket
Keile Oy
Konsta Leppänen