A Chinese influencer Ryan Zhu is going to livein a tiny cabin made by Sisco PLC in the airport for 30 days. #LIFEINHEL, starting October 10th, is a disruptive content marketing campaign by the Finnish airport operator Finavia.

Man lives in a tiny cabin inside an airport for 30 days

Helsinki Airport has been awarded as the best airport in the world*. In order to prove this, a Chinese influencer Ryan Zhu is going to live in the airport for 30 days. #LIFEINHEL, starting October 10th, is a disruptive content marketing campaign by the Finnish airport operator Finavia.

Why would someone move to an airport?

Helsinki Airport wants to prove that they are the best airport in the world and the fastest connection between Asia and Europe. “Helsinki Airport is the leading and best-connected long-haul airport in the whole of Northern Europe. We are also the forerunner in serving Chinese customers”, says Katja Siberg, Finavia’s Senior Vice President of Marketing and Communications. “The entire airport personnel is waiting for Ryan Zhu’s arrival. We want to give him an unforgettable experience! The campaign’s feedback will be extremely valuable in making our services even better. We want our influencer to really feel at home at Helsinki Airport.”, Siberg continues.

World’s longest layover

#LIFEINHEL is a mix of reality TV, game shows and Social Media. Ryan Zhu, a multitalented Chinese actor and TV-personality will be living in a little cabin inside Helsinki Airport for 30 days. He will go through daily challenges and get familiar with the Finnish way of life. Ryan's adventure will be broadcasted on Social Media on a daily basis. 

The cabin 

Ryan lives in a cabin which is made by a Finnish company Sisco PLC.  "As a pioneer in wooden LVL based module con­struc­tion, our goal is to help you find a high-quality, eco­log­i­cal and sustainable home where ever you live. So, when we were approached with this idea we immediately said yes, even though we do not produce cabins, but LVL based modular wooden homes of all sorts, starting from 1 bedroom apartment to 8- storey high-rise buildings. We felt that this was a perfect opportunity for us to promote our values and products. In fact, what we really want to do is change the way homes are built and bought for good." ,says Kimi Vainio, Sisco PLC´s Vice President of Operations.

Gary Carter, co-inventor of the global hit reality TV show Survivor, advised on the development of the concept with TBWA for Finavia as a Creative Consultant. #LIFEINHEL is created by TBWA\Helsinki in Finland and produced together with TBWA\Helsinki and KLOK Creative Agency as well as Edelman Public Relations Worldwide’s China office, Red Bridge Communications and TBWA\Shanghai.

For additional info, please visit www.lifeinhel.tv.

More information about Sisco PLC, www.sisco.fi/en

* Source: Travellink.

Partners: Finnair, Lumene, Helsinki Marketing, Iittala, Makia Clothing, SSP Finland, HMSHost, Sisco PLC, AVA

Room, Clarion Hotel Helsinki, House of Lapland, Suunto, Finnish Olympic Committee

#LIFEINHEL on social media

#LIFEINHEL

www.lifeinhel.tv

Finavia is a Finnish Airport operator that provides and develops airport services in Finland with focus on

safety, customer-orientation and cost efficiency. Finavia’s comprehensive network of 21 airports enables

international connections from Finland and to different parts of Finland. Corporate revenues in 2016 were

381MEUR and the number of employees 1.900. www.finavia.fi

Helsinki Airport is the leading Northern European transit airport for long-haul traffic and serves over 17

million passengers. It has been awarded best airport in the world. One man is about to find out if it’s true

by living at the airport for 30 days in fall 2017. www.helsinkiairport.fi

#LIFEINHEL is a disruptive content marketing campaign mixing reality TV, game shows and Social Media – it

is like The Terminal meeting The Truman Show. #LIFEINHEL will take place on 10 October to 8 November

2017 at the Helsinki Airport and on social media. www.lifeinhel.tv