Smart meters on tour!
"Sähkömittarit Kiertueella" is a joint effort by Järvi-Suomen Energia, Kymenlaakson Sähköverkko, and PKS Sähkönsiirto to replace old meters with smart ones, helping 300,000 customers plan their energy use more efficiently and accurately.
VAGANZA: Brand strategy / Visual identity / Communications / Website Design / Print material / Digital material / Photography / Mascot design
PARTNERS: Sagura: Website implementation / Photography: Kontrastia / Movage Films: Video Production / Brainyday: Video production / Music production: Guru Entertainment
How to make changing smart meters not boring?
Switching to new smart meters is a Europe-wide move, and yep, it’s also the law. Most electricity companies have gone all formal (and let’s be honest, pretty dull) with their messaging. But Järvi-Suomen Energia, Kymenlaakson Sähköverkko, and PKS Sähkönsiirto saw a chance to do more than just swap out old meters for smart ones—they saw a way to elevate their brand. Between 2024 and 2028, they’ll be rolling up to around 300,000 buildings to make the upgrade. For many, that means these companies are literally knocking on the front door. It’s the kind of change most brands only dream of.
Let’s make it pop!
'Sähkömittarit Kiertueella' is an ode to smart meters, their installers, and everyone who keeps the power flowing. It’s a stand against boredom, a message delivered loud and clear. The campaign is exactly what the name promises—a tour bringing modern smart meters into people's buildings. But it’s more than that. It’s a chance to pop up in unexpected places—festivals, local stores, fairs—wherever there’s a chance to connect with people.
The goal was to make this campaign stand out from the typical electricity distribution crowd—witty, funny, and a little surprising. The visuals took inspiration from TV shows, festivals, and 80’s aesthetics, making it not just bold but genuinely fun to watch. Too much like cotton candy? Maybe. But we think it hits the sweet spot.
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Mascots, music videos and information
Since it’s a tour, we figured, why not make a music video? So, we teamed up with songwriters, wrote the lyrics, recorded the track, and even formed a band called 'Sähkö N’ Siirto.' And finally, we shot the video. But we didn’t stop there—we also created a mascot to hit up local stores, spreading the word about smart meter upgrades in each installation area.
But it's not just fun and games. We also made sure to share all the info about the smart meter changes, so when the installer shows up, it’s less awkward, and questions like 'why do we have to do this?' are already answered.
