LIGHT ELECTIONS for Fortum

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LIGHT ELECTIONS

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Industry Energy & Water Utilities, Raw Materials & Minerals
Media Promo & PR, Case study
Market Finland
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: FORTUM
Product/Service: ELECTRICITY PROVIDER
Date of First Appearance: Aug 27 2009 12:00AM
Entrant Company: TOINEN HELSINKI, FINLAND
Entry URL: http://www.fortum.fi/valovaalit
Planner: Samu Hirvas (Toinen Helsinki)
Planner: Lasse Villikka (Toinen Helsinki)
Producer: Milla Kuitunen (Toinen Helsinki)
Marketing Manager: Jonna Pääkkönen (Fortum)
Head of Marketing Communications: Susanna Serlachius-Pressler (Fortum)
Brand & Marketing Officer: Minna Kalavainen (Fortum)
Director / Digital Services: Tommi Opas (Dynamo Advertising)
Account Director: Olli Freese (Dynamo Advertising)
Project Manager: Elli Tuominen (Dynamo Advertising)
Art Director: Ripa Hankaniemi (Dynamo Advertising)
Copywriter: Reijo Taajaranta (Dynamo Advertising)
Production Planner: Taina Roivainen (Dynamo Advertising)
Ad Assistant: Isa Lindeblad (Dynamo Advertising)
Web Production: (Inoob)
Media placement: "River Nigh" Event In Joensuu - Voting Booth In The Event - 27.8.2009
Media placement: Citys Election Display Frames - Around The City Of Joensuu - 28.8.2009
Media placement: Posters - Posters In Schools, Libraries Etc. - 28.8.2009
Media placement: Outdoor / JCD (20 Pieces) - JCDecaux Abribus - 31.8.2009
Media placement: Direct Mail (Ballot) - Every Joensuu Household - 31.8.2009
Media placement: Radio (Content Cooperation Only) - Radio Rex - 31.8.2009
Media placement: Newspaper - Karjalainen - 27.8.2009
Media placement: Newspaper - Karjalan Heili - 30.8.2009
Media placement: Banner - Joensuu.fi (Citys Website) - 27.8.2009
Media placement: Area Target Banners - Www.hs.fi And Www.is.fi - 31.8.2009

Results and Effectiveness
-22% of inhabitants in Joensuu gave a vote in the Light Elections campaign -83% of the people in Joensuu remembered campaign (prompted) -90% of the people in Joensuu considered campaign improved the city’s attractiveness and safety -47% of the people in Joensuu stated that the campaign had made their image of Fortum more positive

Creative Execution
The heart of the campaign was a real time online site, where it was possible to vote, see all candidates, watch them illuminated or un-illuminated and see what is the current voting result. Goal for media was to make maximum impact to local people and create word of mouth. Media selection: Free media negotiated: posters at schools, city offices and libraries that are not normally open for advertisers. City traditional election display frames: frames were used that are normally only used in real elections. Local Radio: No spot advertising, only interviews and elections voting situation were raised. Area targeted online advertising: running traffic from big portals, but area targeted. Local newspapers: Only a few ads in local newspapers to have good reach for campaign. Outdoor advertising: A few outdoor ads in busy streets. Direct mail: to reach every household of Joensuu. A whole media investment was only €29,000.

Insights, Strategy & the Idea
Fortum (electric company) had problems with its corporate image in one of its most important business areas in Finland. This was due to company acquisitions and because Fortum customer service centre had been moved to another city. Fortum had a need to strengthen its corporate image and win trust of the local people in Joensuu area. Unique insight was to involve people into something that really matters to their daily life and activates them. Illumination is a very natural way for electric company to do so. For target group, citizen of Joensuu, it is natural to want own living areas to be more attractive and safe. Fortum launched the Light Elections. In cooperation with the City of Joensuu, Fortum selected four potential illumination locations in different parts of Joensuu and the residents were given the opportunity to vote on which location they wished to be illuminated.