One thing about the Finns is their love hate relationship with Sweden. For a long period of it's history Finland was ruled by Sweden and of course this explains alot.
Like England and Germany's relationship this is usually most apparent on the sports field and being Scandanavia most importantly on the ice hockey rink. To summarise that relationship so far.
World Champiosnships Olympics (Gold, Silver Bronze, Total)
Finland 2,6,3, Total Medals 11 0,2,3, Total Medals 5
Sweden 8,17,15 Total Medals 40 2,2,4 Total Medals 8
The Finns wont like that at all but it is the truth. However nicely for the Finns in the world championship victories they did beat the Swedes which adds extra satisfaction!
Coincidently
Britain World Championships Ice Hockey 1,1,1, Total 3 Medals!! Amazing don't have a clue how that is possible.
In terms of love for the Swedes
This is most apparent in the amount of interest here in the Swedish royal family. Especially since the baby arrived.
Ok so the Match UP is IF Vakuutus Finland Online Marketing Vs IF Insurance Sweden Online Marketing
Finland and Sweden are countries of roughly the same size population (a couple of million difference) so the numbers can be interpretted in that way.
YouTube Performance
If Insurance have both a Swedish and Finnish advert. Both are identical except the language. See my Youtube channel for all the content described here.
The current one contains a girl getting out of the pool. Both of these adverts have approximately the same numebr of views and in fact Finland is slightly winning that competition. As such we need a tiebreaker.
Lets take a look at a slightly older advert. Their "Toy Shop advert" also on YouTube of course.
Swedish Advert views 3 756
Finnish Advert views just over 1 169
In this case there is a marked difference. Why?
The swedes applied a trick which worked amazingly well. They uploaded a video of the advert but also with info about how they made it. In the video the toy shop is destroyed and they explain how they did it.
Swedish: how the advert was made advert 73 576 views.
This is amazing they managed to get people to watch the whole advert first (nice one) and then they got to see how it was made. This undoubtedly is a big reason why the Swedes out performed the Finns. Why didn't Finland copy this? They usually do.
If Insurance Sweden win Youtube contest hands down
Twitter
Swedish Twitter 239 Tweets 135 Followers
Finnish Twitter 0 Tweets 27 followers including me (it was about 12 when i started)
Enough said If Vakuutus Finland have not adapted to twitter at all.
IF Insurance Sweden win Twitter competition hands down.
Facebook
In this one group membership is roughly equal.
Finland 5051 members 224 Talking about
Sweden 6504 members 169 Taling about
Finland win talking about, Sweden win membership (Did i affect this?)
Facebook Result Score Draw
LinkedIn
Well only IF Sweden have a profile that i could find so it can only go one way.
IF Insruance Sweden win the LinkedIn Competition.
Final Score
I Insurance Sweden Social Marketing 3 If Vakuutus Finland Social Marketing 0
Epilogue
When groupon came to Finland suddenly there were about 5 copies of the same business idea. That is once the Finns saw it worked.
The large volume of copies of foreign television shows and the lack of original Finnish made shows in Finland is testament to that also. Finns like to copy stuff that works generally and in terms of marketing especially original campaigns and marketing concepts are few and far between.
In my opinion Swedes are much more extravert and this generally leads to a more independent creative environment. Finns are a fairly homogenous population that strives to keep everyone the same. They are more introvert. Finns are not encouraged to be different and are actively encouraged to conform to the norm or to follow the rules i.e. expected norms of behaviour. In this way for professional fields that require creativity, independent thought and looking at and doing things in a different way that may be against the normal way of working, Finns are not culturally suited. This ultimately means they do not excel in fields that require alternative thinking or ways of working outside of the traditional or established means, roles and structures.
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