Mystery Trips

Creative idea

Matkahuolto, Finland’s national bus service, had a clear challenge: among Gen Z, it was seen as purely functional and easily ignored. To re-engage them, we built a direct, response-driven concept around a powerful insight: young audiences crave experiences they can share, not just services they can use. Matkahuolto Mystery Trips invited them to book a journey without knowing the destination, turning a simple purchase into an act of curiosity. Limited seats, timed releases, and themed departures created urgency and repeat behavior. Each interaction (from booking to departure) was designed to spark anticipation, conversation, and sharing, transforming customers into active participants and advocates.

Brand name: Matkahuolto
Advertiser / client: Matkahuolto
Product / service: Domestic bus travel
Campaign name: Mystery Trips
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Media agency: Dentsu Finland
Agency chief executive officer: Riku Vassinen
Chief creative officer: Riku Vassinen
Creative director: Jaakko Utter
Art director: Antti Kaarto
Designer: Johanna Puolakka, Elli Tervo
Account director (agency): Johanna Vuorensola, Ida Nuortie
Additional company: Petri Österlund