Sanoma integrates its auction site with marketplaces

31 Mar 2017

In Finland, Sanoma started communicating its auction site as part of the family of marketplaces. The company supported this move with a site redesign (both sites) and a branding campaign.

The company modified the top navigation panels of and slightly, to highlight the affiliation of both sites to the same family of the Oikotie brand.

This was followed by a TV advertising campaign, which is a continuation of the promotional activities from last autumn. Then, Sanoma joined its jobs and real estate verticals more strongly.

The campaign uses three spots telling the story about the mother and her son from different perspectives, emphasizing the presence of the Oikotie brand in the life cycle of a family, on the one hand, and professional life on the other hand (Oikotie Jobs spot), leaving the family home for your own apartment (Oikotie Houses spot), and giving gifts (Huuto spot).

Part of the Oitkotie brand is also its auto vertical at Sanoma launched this site, while at the same time closing Oikotie Autot, in October 2014 (our report here).

Oikotie is Finland’s leading horizontal platform for apartments, vehicles and jobs. In February this year, the site received 2.4 million visits, while had 1.9 million visits (to the desktop site and mobile site), as measured by


Andrzej Sowula

Andrzej Sowula has been a writer and an analyst for AIM Group since March 2013, focusing on the Polish market. As a journalist, he has worked in Poland for regional newspapers and national Internet-focused magazines for almost a decade. He has also substantial both in-house and in a PR agency experience as a PR specialist. Currently, he owns a small PR consultancy in Poland called PR Solutions. Andrzej has graduated from Journalism, Political Science and Business and Management at Jagiellonian University. He lives and works in Krakow.