1. The Starting Point

ATV Finland Oy aimed to boost the visibility and sales of the Talaria Sting R electric scooter. Traditionally, the scooter market had been dominated by gas-powered and used scooters, but electric scooters were starting to gain traction. A pivotal moment came on May 15, 2024, when the Talaria Sting R claimed the top spot in a Tekniikan Maailma scooter comparison. This win significantly enhanced the product’s credibility and highlighted its advanced features.

The primary target audience was parents and grandparents seeking a safe and reliable scooter for their young ones. Reaching and convincing these buyers was a key focus of the campaign.

2. The Solution

At the heart of the campaign was the Tekniikan Maailma Test Winner logo, which was prominently featured alongside images and details of the Talaria Sting R scooter. The campaign ran from June 19 to July 18, 2024, aligning with the peak scooter season when buyers are most active. The test win provided the product with much-needed credibility and visibility. Tekniikan Maailma’s brand is extremely strong, and the use of the Test Winner logo is strictly regulated and reserved for test-winning products, making it a valuable and persuasive element in the marketing strategy.

The creative solution was based on native advertising, which included a native article directed to Tekniikan Maailma’s website, display ads, and social media marketing. Highlighting TM’s test success has been a key strategy in the past, and it worked exceptionally well in this campaign as well. The campaign also leveraged other Otavamedia channels, such as Muropaketti.com and Seura.fi, to drive traffic.

See below for example images of the campaign’s banner ads and native article on different devices. Click the images to view them in larger size.

3. The Results

The campaign results exceeded all expectations, demonstrating a remarkable sales growth:

• Sales of the Talaria Sting R electric scooter surged by over 500% compared to the same period the previous year, and the scooter stock was sold out. This is a particularly significant achievement for electric scooters, which are priced at an average of €5,790 new.
• Display ads received 135,000 impressions, and the native article attracted over 1,000 clicks to the dealers’ websites.
• On social media, the campaign reached over 250,000 impressions and garnered nearly 5,400 reactions.

The campaign was a perfect example of effective native advertising, boosting product visibility and turning interest into concrete purchase decisions.