Cases 21.11.2024

That´s energy – Helen’s brand renewed with Dagmar

Brand development Creative content Marketing communications Brand Creative content Customer insight Research

The brand or communications of energy companies do not usually evoke strong emotions in consumers. This is what Helen wanted to change. We created a new brand concept for Helen that is not only new, distinctive and humane, but also efficient, functional and long-lasting. Seamless cooperation between Dagmar’s experts and Helen’s team paid off, the project progressed smoothly and was completed completely according to plan.

Brand clarification with the help of a competent partner

It is often difficult to stand out in the energy sector, as companies in the sector offer very similar services. Marketing often focuses on sustainability. Few have the courage to break the conventions of the industry, and even then there is often talk of individual campaigns. Therefore, energy companies do not usually arouse strong emotions among consumers, unless it is the price of electricity that is at stake. We wanted to bring emotion, care and humanity to energy marketing.

Helen selected Dagmar as its strategic partner for the brand clarification project launched at the beginning of 2024 and for building a new brand concept. The aim was to strengthen the Helen brand, but not to rebuild it, as energy education work and various events have taken Helen’s brand forward well in recent years.

“We were very grateful that our proposal led to cooperation with such a wonderful company as Helen. The brand strategy was drawn up on the basis of researched information and customer understanding. Then our creative team came up with a great concept based on the chosen strategy. Media planning and campaign production were constantly involved in all planning. The work was fast-paced and the team formed together with Helen employees was energetic“, says Dagmar’s Senior Client Director Ossi Leander.

Helen’s brand strategy and all planning were guided by a common mindset

The team created a new brand strategy in which we made targeting choices, renewed our brand position and selected strategic goals linked to the business based on strong customer understanding.

As the current brand is strong, we did not want to change the brand elements that Helen is already known for, such as the name, logo or colours. Instead, we set out to clarify the brand by simplifying the message and enhancing brand management and manageability.
Simplification helps to increase recognizability at different touchpoints, as the visual identity and message are as consistent as possible in tactical campaigns, continuous digital marketing, customer communications and brand campaigns. We set out to build this consistency with the help of a brand platform and a concept built on top of it.

“We shared the idea with Helen team that the brand strategy should be both customer-centric and data-driven. There was a lot of data on Helen’s brand and customers that guided us throughout the project. Whether it’s targeting decisions, brand strategic goals or positioning, we always found the answers that drive the business and meet customer expectations“, tells Jukka Ihalainen, Creative Strategy Director at Dagmar.

That’s energy brand concept challenges you to see the world with new eyes

At the core of the concept, a message was created that in addition to “concrete” energy, such as electricity and heat, energy is everywhere. Strictly speaking, everything is energy, starting with matter. Energy can also be found in encounters between people, in affectionate hugs as well as in sparkling sparks.

Dagmar also planned a meeting strategy for the campaign in accordance with the brand platform. The multichannel launch campaign was carried out nationwide in outdoor advertising, print, television, digital channels and cinemas. The impressive brand film, made together with the Directors Guild, was used in a long version on television and cinemas, and in shorter, more targeted versions in digital channels.

In addition, we wanted to awaken people to see energy around them by being present at meeting points where energy can be sensed. Close collaboration between the creative team and media design enabled the best channel and media choices as well as the best working materials for each meeting point.

“It has been gratifying to work with Helen. Issues are discussed openly and people dare to challenge each other. At the same time, however, we always listen to each other and seek the best possible solution together. Together we have created a really great brand concept and launch campaign, but this is only the beginning“, Antti Iiskola, Creative Director, Dagmar describes the collaboration.

Helen 60s brand film

Towards the desired development in brand KPI´s

Patience and perseverance play an important role in brand renewal and the use of new brand elements. There are rarely quick wins in brand development. There will also be a lot of important lessons along the way.

The goals defined in the renewed brand strategy are progressing at a steady pace, both in terms of funnel and imagery. The business developed and the brand positioned itself in the right direction in the market during autumn 2024. After the launch campaign, Helen is the best-performing brand in selected brand attributes. The campaign study confirmed that the desired themes were successfully implemented, although there is still room for development and need for repetition.

The reform also strengthened Helen’s personnel’s commitment to the brand through a skilfully constructed internal launch campaign and communication.

“Our fruitful cooperation of several years is now expanding into a more comprehensive one, which enables the implementation of the brand strategy at all stages of funnel – from awareness to customer retention. The versatile concept implemented by Dagmar adapts to both strategic marketing and more tactical campaigns. The results of the first campaign already proved this effectiveness“, enthuses Eliisa Puska, Helen’s Head of Marketing and Customer Communications.

Helen 15s film