Helsingin Sanomat's outdoor advertising campaign for the summit attracted a lot of attention.

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When US President Donald Trump and Russian President Vladimir Putin met in Finland, the newspaper Helsingin Sanomat had the opportunity to remind them of the importance of independent journalism in a democratic society. Helsingin Sanomat filled the outdoor advertising spaces on the arrival routes of the summit guests with headlines from the presidents' careers. In total, there are almost 300 posters.

In addition to the Finnish media, the international media also actively covered the campaign, with 2 525 media hits from as many as 47 countries.

Newsweek: 300 BILLBOARDS TELL TRUMP AND PUTIN BEFORE HELSINKI SUMMIT: DON'T MUZZLE THE MEDIA
Huffington Post: Finnish Newspaper Targets Trump And Putin With Giant Billboards Lauding Free Press
ABC News: Trump, Putin mocked by Finnish newspaper billboards over freedom of the press

The estimated total coverage was 1 103 114 577 and 115 791 680.

The campaign is an excellent example of leveraging the strengths of digital outdoor advertising. Helsingin Sanomat's message appealed precisely because of its timeliness and contextuality. The phenomenon was born.

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Digital outdoor advertising brings topical messages out effectively

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The strength of digital outdoor advertising is its timeliness and effective use of contextuality. In advertising, contextuality is perceived as important because it makes the message more emotional and memorable - people are receptive to a relevant and timely message.

Bauer Media Outdoor's digital advertising spaces are ideally suited for time-sensitive messaging, such as different messages at different times of the day or weekends. In addition, Bauer Media Outdoor's advertising spaces are located in the most accessible locations and allow the campaign to be noticed.

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Large digital billboards are a mega trend

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Bauer Media Outdoor's digital advertising spaces are modern, eye-catching and dynamic. Bauer Media Outdoor has been developing digital outdoor advertising for a long time and the results speak for themselves, for example, large digital advertising spaces are a mega trend, the attention value of which was also exploited by Helsingin Sanomat in its campaign.

The visual appeal and strong attention value of large premium digital ad spaces create a unique stage for impressive brand building or communication. In addition to strong visual attention value, the agility of dynamic, digital advertising gives the opportunity to be seen in the right place at the right time. Digital outdoor advertising is a captivating and confident medium.

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