Finnair Plus Unlocking the everyday value of loyalty
Finnair’s brand renewal created an opportunity to rethink how Finnair Plus communicates its value. The programme was familiar to Finnish travellers, but its value extended well beyond flying, and not everyone knew it. We set out to make those benefits more relevant to everyday life and give customers more reasons to use the programme.
The challenge
The challenge was to turn awareness into action: encourage customers to earn and use Avios more often, both when travelling and in everyday life.
At the same time, the marketing needed to support commercial goals while staying true to Finnair’s renewed brand direction across Finnish and international markets.
Work
We developed a messaging hierarchy and key messages for Finnish and international
audiences, testing and refining them with consumers to ensure clarity and relevance.
We translated this strategic groundwork into a creative concept that would make
the programme’s everyday value easier to recognise.
Creative execution
Kaikki hyvä kertyy siinä siivellä brings the Finnair Plus promise to life: the more you live, the more you are rewarded.
Rather than focusing solely on travel, the concept shows how everyday life can bring members closer to their next reward. It also builds on Finnair’s Finnish brand platform, Siivet, jotka tunnet, with a playful twist on a familiar expression.
We developed a distinctive visual and verbal identity, campaign creative and a dedicated Finnair Plus image library.
The Finnish launch brought the concept to life across film, still imagery and radio.
Results
The work gave Finnair Plus a clear, consistent marketing platform that
connects its everyday benefits with Finnair’s renewed brand identity.
The Finnish launch met its commercial objectives,
bringing the strategic ambition into measurable business results.
