In this campaign we made changing the provider or making an electricity contract as simple as possible. We created a simple mailing bag with all the messages on the front and back sides of the bag. All the potential customer had to do is to slip his or her latest electricity bill inside the bag, sign on the back and drop in the nearest mailbox. The offer and instructions were clearly and simply stated. We knew that the offer would beat the current competitors’ prices in the area.

The campaign was a non-addressed mail drop to 40,000 households in Fortum’s competitors’ areas. Pull was 15 times better than thatof normal non-addressed campaigns and thus results exceeded our estimates by 10 times. The solution was also very cost efficient – the mailing also functions as the reply envelope.Total cost of the bag with all costs was 0.8 Euros per piece. Now our competitors are copying our concept.