| Title | SINGALONG SHUTTLE |
| Brand | FORTUM OYJ |
| Product/Service | ELECTRIC VEHICLE CHARGING POINTS |
| Category |
E10. Music Live Experience |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
Production
|
VELI CREATIVE Helsinki, FINLAND
|
|
Production 2
|
ROOF PRODUCTION Helsinki, FINLAND
|
|
Production 3
|
RUISROCK Helsinki, FINLAND
|
|
Additional Company
|
FORTUM OYJ Espoo, FINLAND
|
Credits
| Aki Koskinen |
Fortum Oyj |
Head of Brand |
| Jussi Mälkiä |
Fortum Oyj |
Brand Manager |
| Henrik Lähdesniemi |
Fortum Oyj |
Brand Coordinator |
| Taneli Mattelmäki |
TBWA\Helsinki |
Client Service & Strategy Director |
| Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
| Ville Ohtonen |
TBWA\Helsinki |
Creative Director |
| Joni Furstenborg |
TBWA\Helsinki |
Associate Creative Director |
| Pauliina Perkiö |
TBWA\Helsinki |
Creative Content Strategist |
| Meri Saarivirta |
TBWA\Helsinki |
Copywriter |
| Leni Vehkaluoto |
TBWA\Helsinki |
Content Producer |
| Mira Sallanko |
TBWA\Helsinki |
Project Manager |
| Noora Hendolin |
TBWA\Helsinki |
Project Manager |
| Maria Dunaeva |
TBWA\Helsinki |
Designer |
| Leo Tomaszewski |
TBWA\Helsinki |
Graphic Designer |
| Juhana Hokkanen |
TBWA\Helsinki |
Head of Creative Technology |
| Eemeli Tani |
TBWA\Helsinki |
Campaign Analyst |
| Jesse Korhonen |
TBWA\Helsinki |
Insights Analyst |
| Sofia Kaura-aho |
TBWA\Helsinki |
Data & Insights Trainee |
| Tiia Penttinen |
TBWA\Helsinki |
Data & Insights Trainee |
| Esa Roponen |
TBWA\Helsinki |
Data & Insights Trainee |
| Joni Lindroos |
Veli Creative Oy |
Excecutive Producer |
| Inka Pitkänen |
Veli Creative Oy |
Producer |
| Nita Rehtonen |
Veli Creative Oy |
Production Manager |
| Jenni Salonen |
Veli Creative Oy |
Director |
| Juho Vesanen |
Veli Creative Oy |
DOP |
| Jocke Tallberg |
Roof Productions Oy |
Account Director |
| Milla Gröndahl |
Roof Productions Oy |
Project Director, Planner |
| Erika Lumme |
Roof Productions Oy |
Producer |
| Annakaisa Anttila |
Ruisrock Festival |
Head of Partnerships |
| Lauri Leskinen |
Ruisrock Festival |
Social Media |
| Umberto Onza |
TBWA\Helsinki |
Lead Industrial Designer |
| Ville Kontiainen |
TBWA\Helsinki |
Copywriter Trainee |
| Jaana Palomäki |
BMW Group Finland |
Executive Assistant/PR |
| Antti Kosonen |
PME Records |
Artist Manager |
Why is this work relevant for Entertainment?
Singalong Shuttle is strongly tied to culture and entertainment at its very core. People love singing in the car. We took this insight one step further and made singing a currency in order to raise awareness of the comfort of traveling with an EV and to promote clean energy company Fortum’s Charge & Drive EV charging network. Singalong Shuttle is all about singing and having fun.
Background
Very few people in Finland drive electric cars, because they think that there are only few charging stations. However, the clean energy company Fortum’s Charge & Drive EV charging network is the largest one in the Nordics providing with a comprehensive coverage. Our goal was to promote Fortum’s Charge & Drive network and communicate the convenience and ease of traveling with an electric car.
Describe the creative idea
Fortum Singalong Shuttle is the world’s first taxi service that you pay by singing. The service is run on electric cars, so the passengers can enjoy the music without background noise and carbon emissions.
The drivers of fully electronic Singalong Shuttle cars do not accept cash or credit cards. The car keeps on moving as long as you keep on singing. The silent and smoothly moving EVs are perfect for enjoying the music and having fun as you move to your destination.
Describe the strategy
Fortum wanted to promote its Charge and Drive charging network for electric vehicles. Sustainability is often discussed in a very serious manner, so we wanted to make the theme more approachable by promoting it with an entertainment concept.
Energy is something everyone uses every day, but it is not very tangible or visible. Most of us also travel somewhere every day. Electric cars are a great way to demonstrate the comfort and convenience of a clean energy solution. Singalong Shuttle lets people to experience the benefits of clean energy first-hand while having fun. We wanted to give people a sustainable choice that is easy and entertaining in order to gain the attention of a larger public.
Describe the execution
The Singalong Shuttles are branded BMW i3 electric cars equipped with a tablet, music streaming service, microphones, and cameras. Fortum Singalong Shuttle service was launched at Finnish Ruisrock festival in July 2018. At launch the cars operated between the city center and festival area, driving singing visitors to see their favourite artists. Before entering the car passengers created a playlist of songs that they wanted to sing during the ride. The drivers of the cars kept on driving for as long as the passengers kept on singing.
A week before the launch we launched a teaser video and spread the word on social media. International PR-push was made at the same time and directed to both Finnish and international media. After the launch we published an aftermovie featuring the international pop star Alma.
Describe the outcome
Fortum Singalong Shuttle service exceeded all the expectations. It was picked up by media around the world in 67 countries. The estimated earned media reach was an amazing 548 100 000, worth over 5 070 000 euros (30*costs). In addition to vast media coverage in Finland, the biggest earned media hits include The New York Times, Mashable, The Independent, The Huffington Post as well as publications in Australia and Asia.
The teaser and after movie videos made for the campaign were watched over 273 100 times and the video generated 8 300 engagements. Earned social media reach exceeded 7 900 000 and was worth over 73 400 euro.