Adsarchive » Promo , Case study » Fortum » LIGHTING STOCKHOLM'S DARKNESS


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

Credits & Description

Category: Best Use of Social Media
Advertiser: FORTUM
Project Manager: Stina Gustafsson (Prime PR)
Key Account Manager: Per Hansen (Prime PR)
Planner: Hannes Kerstell (Prime PR)
Planner: Kerem Yazgan (Prime PR)
Media placement: Included in binder - Included in binder - Included in binder

Summary of the Campaign
Fortum and the City of Stockholm decided to work together to light up dark and unsafe areas using energy-efficient light sources. The city’s inhabitants were asked to identify areas that needed better lighting in order to create a safer and more pleasant city. The hunt for the darkest places in Stockholm took place over a period of seven weeks. Voting was encouraged through an integrated brand campaign. The strategy was to use interest among the general public and the media in order to promote the campaign and therefore attract visitors to Fortum’s website. There was a dark Google map on the website, where people could nominate places and follow the vote. The people from Stockholm were able to get involved in the campaign using their mobiles, Facebook, Twitter, forums and blogs. The media was also involved and put the spotlight on the project. Getting people involved helped to promote this campaign, which was widely advertised through PR and social media. Almost 400 locations were nominated and more than 22,000 votes had been cast. Getting more lighting in the city became everyone’s concern and six dark places now enjoy better lighting because of Fortum and are now safer because of the people of Stockholm.

The Goal
The goal of the project was to light up dark and violent areas in the city. Through this campaign Fortum wanted to show the company’s core values; a company that could get things done in a professional, innovative and considerate way. Fortum’s main target group was the people of Stockholm, as the energy company has its largest market share there. The objective was to create awareness and to get people involved. The target was to receive 300 tips for dark places in Stockholm and 10,000 votes, as well as 40 entries in different media.

The PR project was developed to ensure full activation in all communication disciplines. The involvement of the city’s population was the force behind the campaign. The PR activities had a total reach of 4.4 million people. PR was spread widely, with the project being highlighted on TV and radio, and in print media, the web, blogs, twitter tweets, entries on Facebook and on different forums. After the voting was over, almost 400 locations had been nominated and more than 22,000 votes had been cast. Fortum’s partner, the City of Stockholm, became so involved with the project that they promised to treat all the suggestions for dark places as proposals. A survey after the campaign showed that 85 percent said that they thought Fortum was the sponsor and 4 out of 10 thought that their attitude towards Fortum had been affected in a positive way.

The hunt for the six darkest places in Stockholm took place over a period of seven weeks. The vote was promoted through an integrated brand campaign. All PR activities guided traffic to the Fortum’s website, where people could nominate and vote for different places. The website’s visitors could vote for locations by putting a lamp on a dark Google map or they could also nominate a place using their mobile. The media in Stockholm were lobbied and angles were used in the publicity work to create greater involvement. A collaboration was also started with inner city newspapers, which encouraged readers to vote for dark places in their particular area. Using social media as the starting point, a map was created of vulnerable people who go out in the dark, for example, dog owners, athletes and bar staff. The project was then communicated via blogs, Facebook and different forums.

The Situation
Darkness takes over in Stockholm between October and March and there are only a few hours of daylight during the day. Fortum wanted to improve lighting in dark and violent areas in order to create a lighter, safer and more pleasant environment all year round. Fortum’s role in the project was to offer its expertise in lighting and energy efficiency. One challenge was to communicate this during the darkness and the cold of the winter months, when the media do not normally report on anything positive about energy companies, choosing instead to focus on power cuts, disruptions and high electricity bills.

The Strategy
The communication strategy was based on encouraging the people of Stockholm to talk about the times and places where they had felt unsafe. The strategy was to communicate the goal of the project to ensure that everyone in Stockholm could help to create a safer city; to communicate the fact that they could nominate anywhere in Stockholm that could benefit from better lighting, and to make areas safer and more pleasant. The hope was to encourage people in the target group to become involved as ambassadors for the lighting project; to begin a hunt for Stockholm’s darkest places and to start a voting process, supported by an integrated brand campaign. The strategy was to use the interest of the general public and the media to promote the campaign itself. This would lead traffic to the Fortum website where people could nominate and vote for places that they wanted to be lit up by Fortum.