Cannes Lions

ENERGY COMPANY

GARBERGS, Stockholm / FORTUM / 2011

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

To decrease graffiti and vandalization of energy company Fortums electrical junction boxes in city streets in Stockholm, Sweden.

Build Fortum brand by visualizing a CSR activity to create positive PR and enhance engagement within the target group. Every year graffiti and vandalization of electrical junction boxes in city streets costs more than $1.5 million.Research showed that art in public places and a well maintained urban environment leads to decreased vandalism. People have respect for other peoples’ artwork. The electrical junction boxes were popular for graffiti and guerrilla advertising. Could we turn this creativity into something that both reduced vandalism and increased the liking of the Fortum brand? We created the competition “Art on electrical boxes”. Anyone could upload their artwork and collect votes through social media. The ones who got most votes were posted on electrical junction boxes throughout the city.

One of Sweden’s biggest art events ever. More than 1,200 entries were uploaded and 179,000 people voted (9% of Stockholm’s total population).

Large publicity through PR and social media and big media reach with publicity in key media: 404 clippings reaching 3,700,937 people (out of 9 million) all over Sweden76% were positive towards the campaign55% felt the project was a good fit for Fortum.

Execution

Creative executionWe 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.

Outcome

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 million) all over Sweden.76% were positive towards the campaign.55% felt the project was a good fit for Fortum.The campaign is still running.

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