Let’s face it, the summer could’ve been better. Even though Finns caught their fair share of sunshine, the summer of ’26 will still largely be remembered as an unstable one. For many brands making moves during the summer, a chaotic forecast can be demoralizing. But when you’re crafty enough, even bad weather can be tamed. Kamppi had three advantages that made it the go-to place for an unstable summer: air conditioning, a roof over your head and plenty to do, see, eat and buy. We just had to catch people at the right time and in the right mood.

That’s why we, together with Kamppi Helsinki and digital marketing specialist Julius Jansson, created a weather-activated creative system that drew data from publicly available sources and automatically launched different sets of creative assets every hour based on predetermined triggers. The visuals and messages matched and played with the current weather, inviting people to come cool down and shop for hot-weather essentials when it was, well, hot. When it poured… you get the idea.

The system turned out to be an unprecedented success. In Google Ads environments, we achieved an average CPC of €0.04 and CPM of €0.99, with a reach of 7.7 million. On Meta, we saw a very respectable CPC of €0.53 and CPM of €2.01, with a reach of 530,000.

Combined with an all-new, tourist-centric targeting and ad placement strategy, the summer ended with Kamppi hitting record visitor numbers in July, with visitor numbers also increasing in June compared to the previous year. All this during a very difficult time for shopping centres, not just in Finland but around the world.