LET´S LIGHT UP STOCKHOLM for Fortum

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LET´S LIGHT UP STOCKHOLM

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Industry Energy & Water Utilities
Media Promo & PR, Case study
Market Sweden
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: FORTUM
Product/Service: ELECTRICITY SUPPLIER
Account Director: Jan Lindforss (Garbergs)
Accound Manager: Malin Åsbrink (Garbergs)
Web Director/Art Director: Jon Dranger (Garbergs)
Art Director: Lotta Mårlind (Garbergs)
Copywriter: Johan van der Schoot (Garbergs)
Graphic Designer: Jacob Frisk (Garbergs)
Photographer: Simon Hernadi (Garbergs)
Balloons/Event: Ted Andersson (Crowd)
Event: (Bodén & Co)
Web: Jakob Stenqvist (Public Class)
Web: Robert Sköld (Public Class)
Media placement: Banners - Dn.se, Svd.se, Msn.se - 2009-12-14
Media placement: Print - Newspapers - 2009-12-14
Media placement: Streamers - Subways, Buses - 2009-12-14

Summary of the Campaign
How can we make people love a big energy company? Fortum is an energy company in Sweden. Like other operators in the market they work with a low interest category where companies are mostly in touch with their costumers through bills or when the electricity doesn´t work. In Sweden there are normally only 5 hours daylight each day during winter. So we launched the campaing "Help us light up Stockholm’s darkest places". We invited all inhabitants of Stockholm to suggest, vote and campaign for dark places they want to to make brighter. The places that got the most votes were lit up by Fortum with new energy-efficient lighting. The actual light worked without using any additional energy. The results: more than 400 places were nominated on our darkened Google map of Stockholm. The campaign spread rapidly as people campaigned for the places they wanted to brighten up. After the campaign, 90% of those asked were openly positive towards the campaign, 47% said that it had helped make them think more positively of Fortum as a company and energy provider and 88% wanted the campaign to live on.

The Goal
Stockholm is not only the most populated region in Sweden and where the national media resides, it is also the region where Fortum is the leading energy company maintaining the citys electricity network. So the objective of the campaign was to make the inhabitants of Stockholm aware of Fortum as a company striving for smart energy solutions for the future and to make people's perceptions of Fortum more positive.

Results
• 10,526 citizens were engaged voting on 408 nominated locations. • The campaign was covered in 48 different news media such as radio, television, newspapers and bloggs. • Most importantly, after the campaign a survey showed that 90% of those asked were openly positive towards the campaign, 47% said that it had helped make them think of Fortum in a more positive light and 88% wanted the campaign to live on. The survey was conducted by an independent research company.

Execution
A campaign-site was created on the Internet with a darkend Google-map over Stockholm were people could nominate a location by placing a light post there. The nominated places were then made easy to share on social-media such as Facebook and Twitter in order to gather votes. The campaign was launched with some local on-line ads and posters in the subway the opening week but also by inviting special target groups such as kennel clubs, and PTA's for example. After two weeks the campaign spread rapidly, and by the end of December it reached news coverage in both national television as well as in Swedens biggest daily newspaper.

The Situation
Being the third biggest energy company in Sweden, and a Finnish at that, Fortum has been perceived by the general public as an anonymous, cold and closed company ever since it came onto the Swedish market in 2002. To succeed in its mission to achieve sustainable energy-solutions for the future Fortum needed to improve its brand image in order to enable investments, influence politicians, attract the stock market, recruit professionals and off course, to become a preferred choice by consumers.

The Strategy
Fortum and the City council of Stockholm started a project with the obejective to improve lighting in public places, such as parks and tunnels with the latest energy-efficient techniques, in order to increase the residents saftey and comfort. To help us decide what places to iluminate we invited all inhabitants of Stockholm to suggest, vote and campaign for dark places they wanted to make brighter. The campaign was planned to run for six weeks in December and January (the darkest period of the year when there's normally only a couple of hours daylight) and by the end of the campaign the six places that had gathered the most number of votes were to be lit up.