Asiakas: Bauhaus
Tapahtuma: Price Elections
AIka: 2–6 April 2025
Paikka: Helsinki, Finland
Bauhaus’ “Price Elections” campaigned for low prices. The multi-channel concept combined branded entertainment, street-level visibility and engaging promotional activation in a way that stood out from competitors and translated directly into business results.
In central Helsinki, the local election season was at its peak. Alongside the traditional political parties, Bauhaus — the home improvement and construction retailer — launched their own campaign. Instead of municipal elections, visitors at the Bauhaus tents took part in the “Price Elections”, voting on perhaps the issue that impacts everyday life the most: prices.
With the Price Elections campaign, Bauhaus boldly entered the same media landscape as political campaigns and successfully created a phenomenon that looked, sounded and felt like a real election — except this one stood for lower prices. Between election coffee and grilled sausages, people were invited to vote for better value. Running as the candidate was Bauhaus’ advertising character and “Head of Pricing”, Martti, also known as Servo.
In addition to the Price Election tents, the multi-channel campaign mirrored political advertising across television and traditional media. The campaign culminated in a televised election night broadcast aired on Sanoma’s channels.
”From the customer perspective, the campaign was a huge success. The Bauhaus brand became part of everyday election life in a truly unique way while delivering exceptionally strong commercial results.”
– Jussi Salminen, Marketing Director, Bauhaus Finland & Estonia
While the election satire worked as branded entertainment, it also carried a more serious message: society is built through participation, and governance can only be influenced by voting. For Bauhaus, the campaign also represented civic engagement by increasing public awareness of and interest in the actual elections.
The campaign’s main objective was to stand out in saturated market and strengthen Bauhaus’ value perception in a way that felt both credible and memorable for the brand. The results exceeded expectations: during the campaign period, sales increased by 17% and customer traffic by 14% compared to the previous year.
The Price Election tents engaged thousands of people in Bauhaus’ pricing message. Promotional staff dressed as “Marttis” campaigned tirelessly and brought smiles to people’s faces. More than 2,000 people voted in favor of lower prices. Leaflets directed customers to stores, where queues formed even before opening hours on election day.
The Price Elections campaign proved that a strong concept and successful promotional activation can simultaneously build brand value and generate significant commercial results.
