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

Three hands holding up electronic devices against a pink background with Finnish text that reads "SÄHKÖ MITTARIT hiertueella."
Three men in high-visibility work uniforms standing against a purple background, holding safety equipment and boxes, with text in Finnish below them.
Three utility workers dressed in high-visibility jackets, with one wearing a helmet, holding electrical meters and equipment, standing against a purple background on a promotional poster for reducing electricity consumption.

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.

A person sitting on a fluffy white rug with legs extended, working on a laptop. The laptop screen displays an announcement in Finnish with a purple and pink background and an image of someone holding a phone. There is a white coffee mug filled with coffee next to them.
Person holding a smartphone displaying a flyer for a band with five members, some holding guitars, and the text 'Sähkömittarisivaihtuu!'.
A man wearing glasses, a light blue shirt, and a red bow tie sitting at a desk, holding a metallic box, with a pen holder and a photo frame on the desk, against a dark wooden wall and green plant in the background.
Person dressed in a costume resembling a large electrical transformer with animated eyes, arms, and gloves, standing in an industrial warehouse with colorful lighting and confetti on the ground.
A person dressed in a box costume resembling an electrical appliance, flanked by two musicians playing guitars in a studio setting with lighting effects.

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.

PLAY THE VIDEOS FROM PLAY BUTTONS

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.

Two purple hoodies displayed against a pink background, front and back view. The hoodies have a logo that says 'Sähkö Mittarit' with additional text underneath.
A person reading a Finnish newspaper titled "Karjalainen" outdoors. The front page features a man with glasses and a red bow tie, holding a device, with colorful banners hanging in the background.
People waiting in line at an airport check-in counter with a pink and yellow poster advertising a service related to electronic devices, featuring images of receipts or tickets and text in Finnish.
A promotional booth with a sign in Finnish indicating an electric meter exchange, with people standing around. The sign reads 'SÄHKÖMITTARI VAIHTUU!' and includes a website link 'pkssähkönsiirto.fi.' The booth features images of hand holding a smart meter and the logo for PKS Sähkönsiirto.
Person in a costume resembling a large electrical device, standing on a crosswalk in a city, making a hand gesture with both hands. The costume has a digital display and various labels, with black gloves and shoes.

Something similar but totally different? Let’s talk.