Mediateko
Better Friday

Starting point
Advertising makes a huge difference in the changing world. It affects us daily through various channels and acts as a crucial factor considering our chances to move towards more sustainable life and consuming culture. We stand by this fact as we analyzed Mediateko’s impact and their chances to have the biggest impact. For Mediateko’s board the choice was clear, even though it raised more questions than answers: the power is to be used to strengthen the good and to raise the better choices over the unsustainable ones.

We faced the first challenge quickly. The yearly growing Black Friday phenomenon is crucial marketing-wise also for Mediateko, as the advertisers search for ways to lure people with their sales. In the middle of the sustainable crisis, this hysteric consuming event feels as dark as its name. But Mediateko has always walked its own paths. They decided to beat the challenge, instead of forgetting about it.

Solution
Instead of darkening the digital screens, the strengths of Black Friday were decided to be used for a better cause. And now that we shake the structures, let’s really shake them up. A striking offer image and eye-catching discounts were joined by a halo and a heading which questioned the hypocrisy of the whole concept. Every sold campaign of the Better Friday concept came with 10 % of more visibility for good companies. Either it was received by the advertiser themselves, or by one of the chosen companies: POW, Hope or SEY. This new and creative idea was not to be a temporary action, but the support for good companies was incorporated into Mediateko’s business.

Results
To launch the new era on the good side with the customers was also a success for the outcome too. Comparing to last year’s record-breaking campaign, the sales doubled, and the good companies received a great media visibility!

This journey which started with a great sprint, continues to pursue a more sustainable future with holistic improvement. A few development projects have already been started: creating new business models that support good companies, improving staff’s wellbeing as well as job satisfaction and renewing the operations of the whole outdoor advertising. As the forever pursuing of good continues, the next goal is ambitiously set to receive the B Corp certificate.