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March 2008 - Strategy Magazine
Upfront

Pick from abroad: Finland
Look out, Jack's back

by Annette Bourdeau
page 8

Goofing off while the boss is out of town? Be careful: Finnair might get them back earlier than expected to catch you.

Earlyjack.com, a new microsite from Vantaa, Finland-based airline Finnair, invites users to "have some fun" with impish employee Joe while his boss is away.Users can command Joe to engage in various antics, and if they can make him perform all his stunts before the boss returns, they might win flights to Europe or Asia. Chances are slim, though: his boss, Jack, has flown on Finnair, which is known for its early arrivals. "The campaign has been quite successful," says Jarkko Konttinen, of Finnair's global marketing communications, adding that the site gets as many as 20,000 visitors a day. "This is huge, considering the media reach was targeting the B2B segment and the online advertising doesn't promise prizes; it just leans on Early Jack's charm."

Finnair supported the site with ads in business publications, working with Helsinki agencies Flash Fabriek and Sek.

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