The heart of the campaign was a real time online site, where it was possible to vote, see all candidates, watch them illuminated or un-illuminated and see what is the current voting result. Goal for media was to make maximum impact to local people and create word of mouth.Media selection:Free media negotiated: posters at schools, city offices and libraries that are not normally open for advertisers.City traditional election display frames: frames were used that are normally only used in real elections.Local Radio: No spot advertising, only interviews and elections voting situation were raised.Area targeted online advertising: running traffic from big portals, but area targeted.Local newspapers: Only a few ads in local newspapers to have good reach for campaign.Outdoor advertising: A few outdoor ads in busy streets.Direct mail: to reach every household of Joensuu.A whole media investment was only €29,000.

-22% of inhabitants in Joensuu gave a vote in the Light Elections campaign-83% of the people in Joensuu remembered campaign (prompted)-90% of the people in Joensuu considered campaign improved the city’s attractiveness and safety-47% of the people in Joensuu stated that the campaign had made their image of Fortum more positive