Like it or not, there are a few cultural habits that, more or less, are representative of a country. It is said that Canadians are more than nice and welcoming. Germans don’t have much of a sense of humor. Brazilians are football players by nature. And there’s Finland, a country in which personal space is highly-respected. Plus, they do not like small talk too much. And this isn’t the first time to hear this: The Internet abounds in memes that make fun of this trait of the country’s citizens.

The most popular meme about Finns is featuring some pedestrians waiting for the buses. All normal until now. But in a few moments, you’ll notice that the crowd typically disperses as much as humanly possible. In Finland — and other Nordic countries — it is common sense to take at least 1,5 meters away from the person staying next to you. So, Finns are spotted standing at regular intervals avoiding all interaction.

Such images are highly-welcomed by internet users who want to have fun online. But you know what’s even greater than this? Taking inspiration from such a meme to advertise for yourself. Sure, you have to be clever so that the ad you make doesn’t ruin the internet’s online party. To make sure this doesn’t happen, you hire a team of experts, like Nissan’s Nordic Europe division did altogether with TBWA\Helsinki creative agency. The duo used this trait of Finns to highlight the automaker’s Automatic Distance Control that regulates safety distance on the road.

“The people standing at the bus stop are a perfect match to represent Nissan’s safety feature. Both control distance automatically,” says Creative Director Erno Reinikainen at TBWA\Helsinki, Nissan’s advertising agency in Finland. “This everyday situation is something all Finns can relate to,” he continues.

“I’m glad that we could do a local campaign that has struck a chord with our audience,” says Veera Salo, Marketing Manager at Nissan Nordic Europe.

“Year in and year out, Nissan is one of Finland’s best-selling car brands. We want to nurture and improve this relationship through campaigns that are based on local insights,” Reinikainen concludes.

As far as advertising content is concerned, global companies such as Nissan need to find an equilibrium between a uniform, global brand, and the needs of different markets. This being said, the bus-stop frolic proves that tapping into local culture can do magic for brands.

Credits:

Client: Nissan

Agency: TBWA\Helsinki

Image: Reddit