Finnish Log House Industry – Finnish log houses were considered Swedish in Germany

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Responsibility themes, public relations and lobbying were used to bolster the Finland message and open the doors to Finnish log house companies in Germany. Here we have compiled first-hand experiences and feedback from the communications project, which was carried out in cooperation with the Finnish Log House Industry Association and its members and partners in autumn 2022.

According to studies by Medita and our partners, awareness of modern Finnish log construction in Germany was poor. Medita worked together closely with the client and partners to address misconceptions, clarify the message and produce communications materials for influencing and reputational work. Reputational work requires persistence, and this work is just beginning, but the initial experiences hold a lot of promise for Finnish companies.

Starting point: In Germany, logs are mostly associated with building cottages in the countryside

Awareness of modern Finnish log construction in Germany was poor. According to studies, logs were associated with the traditional red cottages in Sweden and log cabins in Canada. Another threat to the export opportunities of Finnish log house companies was the lack of information about the energy efficiency of log buildings and planned changes in related legislation.

The German export project aimed to address misconceptions, clarify the message and produce communications materials for influencing, broader reputational work and to support Finnish export companies.

Three main objectives of communications:

To improve and solidify the export opportunities of Finnish log house companies also in the future by promoting relations between Finland and Germany and by increasing awareness of issues such as energy efficiency and responsible forest management.
To strengthen a positive image of Finland and address misconceptions related to the Finnish log house industry, as well as to identify key target groups.
To produce long-lasting joint communications materials for use by Finnish log house companies and organisations in international markets, especially Germany.

Actions: Clarifying a common core message for the Finnish log house industry

Our work began by ascertaining the objectives, needs and views of all the Finnish log house companies and organisation participating in the German export project. Medita and our Worldcom PR Group partners then worked together with partners of the Finnish Log House Industry Association in Germany to study awareness of the Finnish log house industry in Germany and the export potential for Finnish companies in order to clarify a common core message and fact-based argumentation.

Preliminary research in Finland and Germany
Clarifying message for international markets: core and key messages, 5 fact-based main themes, story
Visualisation of messages and visual storytelling
Creation of visual materials for political-level lobbying, broader reputational work and for use by export companies: website landing page, video and presentation in three languages: https://www.finnishtimberhouse.com/
Google Ads visibility campaign in southern Germany
Media visibility in Finland
Communications plan

Result: A clarified message to support negotiations, visibility and influence

The joint message of the Finnish log house industry has now been tested in various contexts, particularly in Germany. Based on initial feedback, the message works well in both societal negotiations and other contexts.

Comments by our clients:

Seppo Romppainen, Finnish Log House Industry Association:

“In Germany, logs are associated with cottages and holiday homes in the countryside. Our communications had to address this perception and demonstrate that logs are also suitable for modern construction and an urban environment. The communications implemented in cooperation with Medita and partners are based on five facts that demonstrate the advantages of log construction. The modern appearance and technical expertise are emphasised visually. The communications materials also include a video that was produced in a self-ironic, humorous tone, so the material is not just presenting dry facts.
The feedback that we have received so far has been positive. It is easy to rely on the fact-based foundation, on top of which a connection is made to the themes of Finland being the ‘happiest people in the world’ and Finnish resilience, sisu. These create an effective narrative for the message, as they are already familiar to Germans. The whole package works!”

Daniel Langer, Honkarakenne Ltd., Germany, France, Switzerland, Austria:

“It was necessary to raise awareness about logs on a general level, as perceptions of wood construction in Germany tend to be limited to vertical frame construction techniques. Modern square logs are not a familiar material, though they remember round logs. In the new communications materials, the visuals and texts are modern, and the appearance is fresh and up to date. At the same time, Finland is pushed more towards the centre of the map rather than being on the margins in the Far North.
Honka’s own brand already strongly tells the story of modern log construction. Now this voice is amplified by the Finnish Log House Industry Association, which reinforces credibility. The feedback from our stakeholders has been positive. This is a good way to convey our message and communicate facts, especially in export markets where Finland and log construction are not known. Communications by individual companies can easily leave an aftertaste of commercialism.”

Mika Askola, Polar Life Haus:

“The professional presence of the Finnish log house industry in Germany is a good thing, as the share of Finnish and even German log houses there has declined throughout the 2000s, when the German economy went into recession and Russia became a major market. Many Finnish manufacturers exited Germany altogether, which caused reputational damage.
One of the most important objectives of this communications project is to maintain the use of log construction methods for simple wall structures in Germany. If that could be promoted, as we are now doing, then we will be in a much better position in the future.”