The Mission: Introduce Finnish-designed products to a young, hip, design-oriented Chinese audience.

The Challenge: The budget was tight, the space was crowded and the products unknown in China.

The Solution: Go online and viral online with hip young design-oriented and social media-savvy Chinese brand ambassadors who embody the spirit of “Radical Design Week”. AsiaMedia designed an online contest to select bilingual brand ambassadors who received Finnish products for their home; visited Finland on a design tour; and blogged and posted about their experiences on social media, garnering lots of media and online attention for Finnish design.

The Result: Local online followers increased by over 1600% and Radical Design Week events were sold out. The event received media coverage in all the major print and online publications, with an ad value of RMB 26.8 million during the period of the event (February-November 2013).