AIRAM x ALAN WAKE 2
A Coffee thermos that took the world by storm
By joining two iconic Finnish brands we showcased the true power or brand collaboration and build
a global phenomenon with zero media budget.
Categories: Paras Kampanja, Tuloksellisin Kampanja, Paras Digitaalinen Sisältömarkkinointi
A brand study conducted for Airam revealed that the brand was well-known and respected especially among middle-aged consumers and younger women
Among younger target groups, especially men, the brand suffered from low awareness and outdated perceptions.
Starting point & objectives
Target group & challenge
The challenge, therefore, was: How to make Airam’s brand known, relevant, and interesting to younger men as well?
Strategy & executions
When we heard the news about the upcoming Alan Wake 2 game, we got an idea. Let’s combine forces with Remedy Entertainment and bring a part of their virtual world into real life – after all, one of the key elements of the first Alan Wake game was a thermos borrowing its iconic design from Airam.
When the game was released in October 2023, Airam simultaneously brought the OhDeerDiner thermos from the game screens intoreality as a physical product.
The target group is traditionally hard to reach with commercial messages and conventional campaigns. We approached the challenge with a physical product, which was promoted through PR and creating social media phenomena, leveraging the attention and energy of the Alan Wake 2 game launch.
A link to release video >
The communication of the collaboration was strategically built around the game's launch in two phases, in spring and autumn of 2023.
The communication efforts were coordinated between the two brands both domestically and internationally. The launch included press releases, pitches, and PR events for journalists and gaming industry influencers, as well as communication on social media.
The thermos quickly sold out. Oh Deer!
The reception exceeded our wildest expectations. The OhDeer Diner thermos has gained thousands of media and social media mentions and reached hundreds of millions of people globally*.
By joining two iconic Finnish brands we were able to showcase the true power or brand collaboration – Not forgetting our primary goal; Now Airam surely is also known among younger men.
*Data from Meltwater Data suite
Results & Phenomenon
Client: Airam Electric
Production: Drama Queen Communications and Remedy Entertainment