Building an emotional connection with the Finnish public

As the Finnish railway market opened to competition, VR needed to build genuine emotional loyalty — not just functional awareness. While existing train enthusiasts felt warmth for the brand, the broader public found VR difficult to connect with.

Vapa created VR's new brand concept, 'On our way,' positioning VR as a companion and enabler of life's important moments — from family reunions to new adventures. The new narrative was rolled out consistently across all marketing channels, framing the train journey as part of people's life stories rather than just a mode of transport.

Brand preference for VR reached an all-time high of 47%. 70% of Finns reported a positive image of the brand. 79% agreed that VR enables people to travel, and 73% felt the new advertising was a strong fit for the brand.