HOK-Elanto #joulurauhaa
As a cooperative owned by its customers, HOK-Elanto is deeply committed to corporate responsibility and making a positive impact at the local level. Ahead of its 110th anniversary, the company wanted to highlight these values in a bold and meaningful way.
In autumn 2015, public debate around immigration in Finland had turned toxic—hate speech and open racism dominated the conversation. No major company had yet stepped up to challenge the narrative. HOK-Elanto decided to take a clear stand: new arrivals mean more customers, more business, and more workforce. Immigrants deserve the same respect as anyone else.
The strategy was simple: to maximize impact, launch a powerful statement on social media right before Finland’s Independence Day—a time when national identity is top of mind. The message had to be easy to share so people could spread it themselves.
The creative solution was a striking reinterpretation of a beloved Finnish rock song, Tuhansien murheellisten laulujen maa by Eppu Normaali. The result: a thought-provoking music video that doubled as a short film.
The film spread like wildfire. Views skyrocketed over the following weeks, and the piece sparked widespread debate across platforms—from Homma-Forum to Reddit and Jatkoaika.com.
Finland’s largest media outlets quickly picked up the story and the campaign generated millions of earned media impressions and featured across Finland’s top news channels from YLE to HS and Kauppalehti, all without a single euro spent on media. The organic reach far exceeded expectations, proving the power of culturally resonant storytelling.
While the primary goal was not commercial, the campaign strengthened customer loyalty and contributed to positive brand sentiment—ultimately reinforcing HOK-Elanto’s position as a trusted everyday choice for hundreds of thousands of customer-owners.
