The concept was consistent with a previous graphic design, utilising a cut-out heart as a symbol. Since the mailing would be distributed before Midsummer, we created a “Midsummer kit”. This included a letter with a summer ‘hello’, including some questions that the customer could fill in to help Vattenfall become even better. As thanks, the customer would be given electricity ‘on the house’ over the Midsummer weekend, an offer equivalent to 50 SEK (approximately 5.5 Euro). Additionally, the customer received a small booklet describing some of Sweden’s most popular Midsummer customs and games, both old and new.

At the client’s request, we cannot divulge the exact number of units mailed out. But the response was enormous. A total 37.5% of customers responded to the questionnaire, showing that they wanted a dialogue with Vattenfall. Additionally, more than 10% expressed an interest in other Vattenfall products. Furthermore, 67% of respondents said they would be keeping some part of the Midsummer mailing for the future.