Vaasan Sähkö

Our long-term client, Vaasan Sähkö, faced a challenge with brand awareness. They wanted to strengthen their foothold in Finland’s fiercely competitive electricity market, but needed to do it in a more cost-effective way than traditional advertising productions. To tackle this, we proposed a concept that would roll out naturally across all brand channels and work as a tool for both brand and tactical marketing. The result was Feissari – a truly agile concept powered by strong, humorous, and straightforward storytelling.

The cheerful, over-enthusiastic and sympathetic Feissari is Vaasan Sähkö’s own face-to-face sales rep who has such passion that some mishaps are inevitable. The documentary-style situations are relatable and somewhat absurd with a deliberate, good dose of self-irony. We made a bold choice to break away from the golden short-form content rules, giving the story plenty of room to shape both brand and price perception. The risk paid off.

Vaasan Sähkö’s target audiences now see the advertising as clearer, more likeable, and more recognisable than ever before. The view-through rate of Feissari videos has been extraordinary since the beginning – consistently over 60% on YouTube, and now surpassing a massive 83%. The company’s very first promotional campaign that delivered on the Feissari concept promise of an “overly good” price broke every goal and performance metric by a wide margin.

Close collaboration with the client has enabled consistent content creation and continuous development of their marketing efforts. The successful partnership that began with the brand renewal continues to grow closer, now extending into the customer journeywork. Together, we’re harmonising and refining content across all touchpoints – ensuring that Feissari’s cheerful enthusiasm carries through the entire customer journey.