Title	VATTENFALL – THE GREAT SOCIAL SAUNA EXPERIENCE
Brand	VATTENFALL
Product/Service	VATTENFALL ENERGY COMPANY
Entrant Company	DDB HELSINKI Helsinki, FINLAND
Advertising Agency	DDB HELSINKI Helsinki, FINLAND
Media Agency	ZENITHOPTIMEDIA / IUM Helsinki, FINLAND
Production Company	ALSO STARRING Helsinki, FINLAND

Name	Company	Position
Lauri Vassinen	DDB Helsinki	Creative Director
Eerik Riekkinen	DDB Helsinki	Art Director
Tiina Tähtinen	DDB Helsinki	Copywriter
Anne Aikala	DDB Helsinki	Account Director
Pia Husu	DDB Helsinki	Account Manager
Toni Tiainen	DDB Helsinki	Digital Planner
Joona Babitzin	DDB Helsinki	Senior Digital Producer
Mika Lahtinen	DDB Helsinki	Graphic Designer
Petteri Lehtinen	Also Starring	Producer
Anna Maria Jóakimsdottir Hutri	Also Starring	Director
Pekka Suopellonmäki	Into Digital	Web Developer

Brief Explanation

Energy companies, and especially Vattenfall, are suffering from low scores when measuring customer experience. The energy industry itself is of low interest, and the emotional bond towards Vattenfall is weak. At the same time there is a need for people to start using energy in a smarter way. Vattenfall needed a long-time strategy that would help to raise interest and liking towards Vattenfall brand and also to make people to think about their energy consumption. Insight: Back in the days sauna bathing was a communal event shared with both friends and strangers, but recently the trend has been that people build saunas mainly in private apartments and take a sauna bath alone. To change this trend we build the world’s first sauna heated by social media.

The Campaign

Challenge and objectives: Make people think about consuming energy in a smarter way, by doing small changes in their everyday life. Strategy and execution: The social media powered sauna, went on tour in the summer of 2015. The idea was to inspire people to enjoy the sauna again as a communal event, and realize that by doing so, they use energy in a smarter way. The sauna transformed social media activity into temperature degrees, in an online voting system. The cities that got the top votes would experience a communal sauna. Tweets and Instagram post with hash tag #yhteisvoimin were displayed inside the sauna, the sauna bathers discussions were streamed online. Outcome: We inspired people to be energy smarter by realizing that a sauna bathing together is a small change for the individual but a big step for the environment. This was the best ever measured campaign result for Vattenfall.

Creative Execution

Vattenfall build the world’s first sauna heated by social media for the summer 2015. The sauna was built in a recycled container. In the first phase people could vote where they would like to take a sauna bath. The Finns were re-directed through social media, online banners and films to the hub yhteisvoimin.fi. The sauna events where supported in social media and through radio co-operation. Discussions in the sauna could be listened at yhteisvoimin.fi through a live stream system. And people could attend discussions at twitter #yhteisvoimin. All tweets could be read at a screen inside the sauna. Images and feelings could be shared at Facebook, Instagram and Twitter. The most popular ones were published at the some wall on the hub.

Best ever measured campaign result for Vattenfall: warm & friendly 60 %, liking 48 %, awareness 40 %. 20 % of people that went to the hub yhteisvoimin.fi, returned for more.