Fortum Promo, Case study ART ON ELECTRICAL BOXES by BODEN & CO KONMMUNIKATION, Garbergs Annonsbyra, Prime

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ART ON ELECTRICAL BOXES

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Industry Energy & Water Utilities, Public awareness
Media Promo & PR, Case study
Market Sweden
Agency BODEN & CO KONMMUNIKATION
Agency Garbergs Annonsbyra
Art Director Lotta Marlind
Copywriter Johan Van Der Shoot
Account Supervisor Jan Lindforss
Agency Prime
Released August 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: FORTUM
Product/Service: ENERGY COMPANY
Agency: GARBERGS
Agency: BODEN & CO KONMMUNIKATION
Agency: PRIME PR
Date of First Appearance: Aug 21 2010
Entrant Company: GARBERGS, Stockholm, SWEDEN
Entry URL: http://elskap.fortumkampanj.se/
Copywriter: Johan van der Shoot (Garbergs)
Art Director: Lotta Mårlind (Garbergs)
Graphic Design/Illustrator: Jacob Frisk (Garbergs)
Account Supervisor: Jan Lindforss (Garbergs)
Account Manager: Malin Åsbrink (Garbergs)
Account Manager: Birgitta Samuelsson (Garbergs)
Original: Roger Ranft Blomqvist (Garbergs)
Media placement: Electrical Boxes All Over Stockholm City - Alternativ Media - 21 August 2010

Insights, Strategy & the Idea
Objective

1. To decrease graffiti and vandalism of energy company FORTUM’s electrical junction boxes in Stockholm, Sweden.
2. Build FORTUM brand by visualize a CSR activity to create positive PR and enhance engagement within the target group.

Target Audience

Citizens of Stockholm and media.
FORTUM maintains Stockholm’s (capital of Sweden) electrical grid so the whole population of Stockholm are automatically connected and thereby clients to FORTUM. FORTUM is seen as a big and not very personal electrical company.

Research

Every year graffiti and vandalism of electrical junction boxes costs more than $1.5 million.
Research shows that art in public places and a well maintained urban environment leads to increased security and decreased vandalism.

Insight

The junction boxes were popular for graffiti and guerrilla advertising. Instead of banning, could we turn this creativity into something that both reduced vandalism and increased the liking of the FORTUM brand?

Creative Execution
Creative execution

We created the competition “Art on electrical boxes” and used the electrical boxes themselves as the main media.
Electrical junction boxes throughout Stockholm were stripped, asking people to help them look good, by uploading their artwork on FORTUM website and collect votes through social media.

The ones who got most votes were posted on electrical junction boxes throughout the city.
Then we arranged the world first ever electrical box art tour, held an art opening at the Stockholm Central Station and awarded the winning entry “FORTUM Culture Price”.

Media collaboration was established with local papers in Stockholm.
Events were held on art schools.
A special jury headed by the vice mayor, culture and sports division in the City of Stockholm, appointed a winner of FORTUM Cultural prize.

All the original entries were auctioned for charity at Tradera.com and proceeds were made to the homeless of Stockholm.

Results and Effectiveness
The campaign turned into one of Sweden’s biggest art events ever. More than 1200 entries were uploaded and 179 000 people voted (9% of Stockholm’s total population).

The campaign was largely publicized through PR and social media.

”Art on electrical boxes” got 7000 hits on Google.

The media impact was entirely positive.

The campaign achieved a big media reach with publicity in key media and the biggest newspaper in Sweden: 404 clippings reaching 3 700 937 people (out of 9 millions) all over Sweden.

76% were positive towards the campaign.

55% felt the project was a god fit for FORTUM.

The campaign is still running.