Client
MTV Katsomo & Love Island Suomi
Market
Finland
Love Island is back, and there’s a hot new bombshell entering the villa! Say hello to Niko Saarinen, a beloved Finnish media personality and the brand-new host bringing charm to the island.
To build the buzz and get Finland’s 18–35-year-old women talking, we launched a fun, feel-good campaign across Tise’s app and social media. The campaign played around with inside jokes, the “Fear of Missing Out” -effect and a whole lot of Niko energy, all served with a wink and a smile.
Solution
With Tise’s signature tone-of-voice, Love Island Suomi was promoted through a playful Rewards activity: a humor-filled quiz designed to actively engage the Tise community. inviting users to complete iconic quotes from Love Island and Niko Saarinen. The goal: to entertain, spark recognition, and drive engagement within the app.
The campaign was amplified across multiple channels, both in-app and on social media, to maximise reach and participation. For You ads and banners in Discover was added. Also, a curated Love Island–style list was created, where Tise’s team handpicked items to align with the show’s aesthetic and drive further interest. When Tisers opened the list, filled with summery dresses, accessories and other clothes, there was a large banner asking “Can you keep up with the drama on the island?” leading Tisers to the quiz.
The campaign was extended to social media with a TikTok video titled “Love Island took over the (Tise) office”, tapping into the FOMO-effect. The video humorously highlighted how watching the show becomes a shared experience and those not in the know are left out of the loop.
Results
- Thanks to a multi-channel approach, the campaign achieved strong results and successfully captured the attention of the target audience.
- Total impressions: 1 693 453
- Average time spent on quiz: 61 seconds
- Quiz: Most popular Rewards activity in Finland during the campaign period
- Love Island Style-list: The most popular list in Finland during the campaign period