Finnish championship in the game of tag - a shopping mall event

Valio sought to raise awareness of their PROFeel products. We wanted to organize a fun and attention-grabbing event in an urban environment and gain well deserved visibility.

The first Finnish Championships in the game of tag were held at the Kamppi shopping center. "Hippa" was played on a specially designed track with a diameter of about 10 meters, in 20-second rounds, where the goal was, of course, for the chaser to catch the other competitor. The competition featured women's and men's categories, progressing through preliminary rounds, quarter-finals, and finals, with the winners taking home cash prizes. Valio organized the Finnish Championship alongside advertising agency partner Bob the Robot, with production by Pulp Agency.

The event received a lot of interest ahead of time, and registration filled up in a matter of days. During the tournament, the Kamppi lobby was practically full, and around 50,000 people saw the event throughout the day. The event drew positive attention and earned much deserved media coverage. Valio PROfeel PRO CHASE championship was awarded the best in the promotion/launch category at the Evento Awards 2020 gala.