Helsinki and some of Finland’s most renowned tech companies launched a talent attraction campaign in September branding Helsinki as the world’s first City as a Service (CaaS). The campaign reframed the value that Helsinki offers to its “users” (current citizens) and potential “demo users” (tech professionals looking to relocate) using familiar vocabulary and tone of voice for international tech professionals. The campaign received close to 7,000 applications from tech professionals interested in relocating to Helsinki.