Title	WORLD'S BEST CITY ENERGY
Brand	HELEN
Product/Service	ENERGY COMPANY
Category	A01. Fiction: series or film
Entrant Company	N2 Helsinki, FINLAND
Contributing Company	N2 Helsinki, FINLAND
Production Company	DARLINGS Helsinki, FINLAND

Name	Company	Position
Reeta Hietalahti	N2 Marketing	Account Director
Merja Hertzberg	N2 Marketing	Project Manager
Calle Mosander	N2 Marketing	Art Director
Pertti Pällijeff	N2 Marketing	Copywriter
André Wickström		Copywriter
Elina Raitis	Darlings	Producer
Jäppi Savolainen	Darlings	Director

The Campaign

Energy company Helen's energy solutions have been awarded as world's most energy efficient (Global District Energy Climate Award). We wanted to communicate this and the solutions to the audience, but the cahellenge was that the solutons are pretty complicated and – based on research and experience – interest level for energy companies and their messages is close to zero. So we decided to try different approach. We hired famous finnish stand up comedien Andre Wicktröm to act as an engineer who tries to explain these innovations to the international audience. And we decided to be bald and fearless: if the innovation was about capturing the heat from cleaned sewage water, we wrote sketches about toilet humour; if the innovation was about capturing the heat produced by the humans, we wrote sketches about sex. All in all we produced a series of four films which became a hit – in our market area Finland but also internationally. This was something unexpected from an energy company! These videos got more than one million (population in Finland 5 million, population in Helen's market area 1 million) views on Youtube and Facebook, they got ranked #5 on Reddit (as a clearly commercial content!), lots of articles and mentions in Finnish media – and huge growth in sales! Through this unexpected and entertaining content everybody in Finland understood, why Helen's slogan is World's best city energy.

The outcome of the campaign was a huge success. Growth in brand image: environment friendly +10%, modern +10%. Growth in sales (electric contracts): +20%.

Energy companies provide low-interest services and therefor their marketing rarely catch the attention of consumers. Although Helen has world-class services it had difficulty to get the message through. Rather than pushing commercial messages no-one wants to hear, we created content the audience loves to spend time with. We transformed our commercial messages into bald and brave comedy and our message was spread using one of the most powerful methods – laughter. The audience was immediately caught and the videos gained hundreds of thousands of views. But that didn't stop there – The audience volunteered to share the videos over and over again: "I know this is commercial BUT YOU GOT TO SEE THIS...". Our audience played an extremely important role spreading the message and that makes "World's best city energy" Branded Content & Entertainment at its best and puriest.