Sounds incredible, but it is true! Fire safety videos created in cooperation with the Finnish stunt and comedy group Biisonimafia and Jontte Valosaari proved a massive hit with the target group of young people, with the first video attracting 70,000 views on YouTube in one month!
The NouHätä! campaign was also launched with a blast on Instagram, gaining over 4,000 followers in the first two months.
When the campaign ended, the two videos had gained over 212.000 views together. No paid advertising was used: the audience was reached via clever viral marketing.