Mellakka Helsinki planned three promotions for Vaasan Sähkö in 2020 to attract visibility to the electric utility company’s “Love is Electricity” campaign.
Emotions, such as love, are manifested as electrical impulses in the human body. These impulses are measurable, which in turn makes love measurable. This link between electricity and love was highlighted in a very concrete way.
Our first promotion was the “Finnish Championships in Pet Adoration” to find the most loving pet owner in Finland. Well-known pet owners Arttu Wiskari, Jutta Larm, Arttu Lindeman and Eevi Teittinen were invited to kick off the competition and create a boost for it. The emotional bond between them and their pets was measured analytically with scientific precision by Pekko Vehviläinen, PhD, the “Most Quantified Man in Finland”. The social media competition culminated in the final, which was hosted by TV personality Janne Kataja. The promotion sought visibility on the channels of influencers, social media engagement and visibility in the media, all of which was achieved in abundance – including the TV news.
The second promotion was a Finnish tour with a “Love Container”, which transformed the promotion and lead collection tour into a work of art. We featured artist Teemu Keisteri and announced the event in local events columns, like a real work of art. The goal was nationwide media visibility, as well as visibility in the local media of each tour location. This was 100% successful, especially as this promotion also made it onto the TV news.
The year culminated in the search for the greatest Finnish love song of all time. We returned again to idea of measuring. This time, we used video analytics algorithms and facial recognition technology to reveal which of the greatest widely recognised love songs of all time evoke the most emotion. We mixed the songs into a potpourri that was played to the subjects under neutral conditions. Their reaction was videotaped and then the algorithm did its magic. All of this once again generated visibility on social media and other media. PS. That greatest Finnish love song of all time is “Surun pyyhit silmistäni” by Kirka!