-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

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.

Fortum (electric company) had problems with its corporate image in one of its most important business areas in Finland. This was due to company acquisitions and because Fortum customer service centre had been moved to another city. Fortum had a need to strengthen its corporate image and win trust of the local people in Joensuu area.Unique insight was to involve people into something that really matters to their daily life and activates them. Illumination is a very natural way for electric company to do so. For target group, citizen of Joensuu, it is natural to want own living areas to be more attractive and safe.Fortum launched the Light Elections. In cooperation with the City of Joensuu, Fortum selected four potential illumination locations in different parts of Joensuu and the residents were given the opportunity to vote on which location they wished to be illuminated.