Background:
Helsingin Sanomat, the leading Finnish newspaper, wrote an investigative article about the effects of multitasking. At the same time, they wanted to launch a campaign to raise public awareness on this subject.
Idea:
An online article that you can only view by going offline. Helsingin Sanomat demonstrated the core message of the article using the readers’ own personal experience.
Mechanism:
From ads and banners, users were directed to a landing page, where they were instructed to go offline. Once offline, the article opens up. When you go back online, the article disappears.
Try it for yourself: http://hs.fi/takeiteasy
Case film, images and results below.
Results:
- 5900 % more readers than an average article on HS.fi
- The week’s most-read article on HS.fi
Awards:
Vuoden Huiput 2019 shortlist
My Role: Idea creation, concept design