The 2019 summer campaign for Tallinna Kütteladu

The Estonian fuel market had been suffering from setbacks for the past two winters now – either they ran out of raw material or the warm winter wouldn’t let heavy machinery move in the forest.

We offered an idea for a campaign directing people to stock up on winter fuel in summer. In addition to the lower prices and shorter waiting times, as befits the summer, we also motivated the audience every week with interim raffles for ice-cream-filled cooler boxes and a main prize of an indoor air conditioning unit on wheels, being quite topical on those hot days.

The primary campaign channels were the social media, radio and direct mail. We also covered the progress of the campaign with weekly raffle videos in which Liina Tennosaar drew the winners from the raffle box with her lucky hand and informed them of the winnings by telephone.

The results of the campaign met even the most optimistic prognoses!