Campaign started: April 2018
Campaign ended: June 2018
Created at: September 11, 2018


In the spring of 2018, the energy company Fortum had a positive problem. They had sold such a big volume of solar panel package orders to detached houses that their installation network capacity was not suffice.

The waiting time for solar panel deliveries was extended to a couple of months; at the time of order, Fortum could not determine the exact time of installation.

There was a risk that their customer satisfaction could plunge and, at the worst, the customer might cancel his order and place it at a competitor.


The number of new customers waiting for their solar panels was too high; the Fortum sales staff was not able to contact them all individually.

Direct mailing, the old trusted tool, was taken as a help to the problem. All those waiting for their panels received two massive direct mailings, each of them including a gift:

  1. Thank you for your order – we are sorry that you have got to wait for a while

The mailing consisted of a box with, in addition to a personal letter, a folder consolidating the purchase decision with the benefits of solar energy and some sunny stickers. The mailing included also a gift: a pocket-sized solar charger that immediately could provide the customer with solar energy for his cell or tablet.

  1. Thanks for a smart choice – you will get your panels next week

The second mailing was also a box. It included, in addition to a personal letter, a guide informing the customer about the best ways to get a benefit of the panels and how they should be maintained. Besides the letter, there was a gift in the box – a pack of coffee, which the customer could use to brew a cup of coffee with their own solar energy.


The campaign fulfilled its targets.

  1. Not a single customer cancelled their order of panels.
  2. Based on the feedback, Fortum succeeded in sustaining their customer satisfaction.


Dimensional direct mailing (x2)

Campaign  element description:

Mailing 1: Wait a minute!

  • Mailing box + banner
  • A personal letter
  • A folder consolidating the purchase decision
  • Sunny stickers
  • A pocket-sized solar charger (value 00 €)

Mailing 2: Your panel will be installed next week

  • Mailing box + banner
  • A personal letter
  • A guide informing about the optimal use and maintenance of solar panels
  • A pack of coffee