Sanoma

THE CHALLENGE: 

Ruutu aims to better reach young viewers and families with children. However, social media, especially YouTube, competes for young people's attention. In late 2023, Daniel Ahola's 'Poliisia ja rosvoa' series successfully drew young audiences from social media to Ruutu. We were challenged to think about what's next. How could Ruutu remain relevant to young audiences in 2024? What idea would become the next success story for Ruutu's new content strategy?

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STRATEGY AND INSIGHT: 

For Gen Z, YouTube is television. We realized that Ruutu could succeed by identifying existing trends on YouTube and bringing them to television on an even larger scale. However, it's important to maintain the YouTube feel. Young target audiences easily lose interest if the content doesn't follow their preferred storytelling style. When adults find it hard to keep up, you know you've found the right pace for young people. 

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CREATIVE SOLUTION: 

We decided to bring the popular hide-and-seek format from YouTube to Ruutu. The hide-and-seek game would be played in Finland on a larger scale than ever before: with 25 competitors across six locations. Finland's biggest hide-and-seek game naturally needed one of Finland's biggest influencers as its star: we chose YouTube veteran Roni Back. 

In the 'Suomen Suurinta Piilosta' series, a rotating cast of YouTubers and TV personalities hide from Roni Back in the most extraordinary locations across Finland. Changing clues and a shrinking play area provide surprises and twists that keep both the seeker and the hiders on the edge of their seats.

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