Title	BRIGHT LIGHTS, BRIGHT MINDS
Brand	UMEA ENERGI
Product/Service	ENERGY
Category	A06. Events & Experiential (incl. stunts)
Entrant Company	ANR BBDO Stockholm, SWEDEN
Advertising Agency	ANR BBDO Stockholm, SWEDEN

Name	Company	Position
Fredrik Pantzerhielm	ANR BBDO/Stockholm Sweden	Account Director
Anna Jensen	ANR BBDO	Planner
Sara Kolbäck	ANR BBDO	Copywriter
Marcus Göransson	ANR BBDO/Stockholm Sweden	Art Director
Channa Rogsten	Anr Bbdo	Pr Manager
Camilla Westman	Anr Bbdo	Head Of Pr
Maria Fager	Anr Bbdo	Senior Account Manager
William Björnstjerna	Anr Bbdo	Graphic Designer
Agneta Filén	Umea Energi	Marketing Director

The Campaign

For Umea Energi, a small local energy company with limited resources and marketing budget, it’s a challenge to meet the competition from the large players who dominate the energy market. The goal was to create a campaign that strengthened Umea Energi’s local presence and the relationship with the target group by contributing to the local community. The campaign should generate articles in local and national and/or international media and contribute to achieve certain tracking goals. Since Umea Energi only offers energy from renewable sources we wanted to make a campaign highlighting solar energy. The summer of 2014 was extremely sunny. This gave Umea Energi a surplus of solar energy from its solar cells and we decided to give back some of the stored solar energy during wintertime. In December 2014 we installed 140 light therapy lamps in the classrooms of local high school and invited media and student associations to a press event at the school. Result: 20+ articles (4 in local media, plus news reports in Swedish major news program during prime time, live interviews in Weather Channel and CBC Radio, and news reports in BBC, The Guardian, Fast Company etc). We exceeded all tracking goals. The campaign had a strong news angle in the school being the first offering light therapy during class. The target audience was the whole of Umea, not just the students, and one of the goals was to generate local pride. This made the generated PR crucial to the success of the campaign.

The Brief

The goal was to create a campaign that strengthened Umea Energi’s local presence and the relationship with the target group by contributing to the local community. The campaign should: - Generate 3 articles in local media and 4 articles in national or international media to increase the pride among the residents. The campaign should contribute to achieve goals: - 30% believe that Umea Energi contributes to the community - 50% perceive Umea Energi as a local company - 60% are positive towards Umea Energi

Execution

In December 2014 we installed 140 light therapy lamps in the classrooms of local high school Dragonskolan. It became Sweden’s, if not the world’s, first school offering light therapy during class. In conjunction with the installation, media and student associations were invited to a press event at the school. Also, national and international press was informed about the initiative at the school in Umea. The lights stayed in place during the whole campaign period of December and the school then decided to keep them there indefinitely.

The campaign resulted in 20+ articles. 4 in local media, plus news reports in Swedish major news program during prime time. Live interviews in Weather Channel and CBC Radio. BBC and the local sent news team to Umea to report. Articles in The Guardian, Fast Company etc. Tracking: - 40% of the residents believe Umea Energi contributes to the community. The goal for 2015: 30%. The goal was exceeded by 33%. - 64% perceive Umea Energi as a local company. The goal for 2015: 50%. The goal was exceeded by 28%. - 69% are positive towards Umea Energi. The goal for 2015: 60%. The goal was exceeded by 15%.

The Strategy

Since Umea Energi only offers energy from renewable sources we wanted to make a campaign highlighting its climate responsibility. The solution was a campaign coupled to solar energy. The summer of 2014 was extremely sunny, and during June, July and August Umea was the second sunniest place in Sweden, with 915 solar hours. This gave Umea Energi a surplus of solar energy from its solar cells. In December Umea has an average of only 0,7 hours of sunshine a day, if the sun shines at all. Therefore we decided to give back some of the stored solar energy during wintertime. As recipients we choose the inhabitants who perhaps suffer most of winter tiredness – the teenagers – and cheered them up with light therapy lamps in the classrooms. But the target audience for the project was all inhabitants in Umea, via media and press.