Cases 13.01.2026

Helen Kaukolämpöinen: a strategy that changed the perception of district heating in Helsinki

Brand development Data-driven leadership Marketing development Creative content Strategic consulting Brand Creative content Customer insight

Helen’s district heating has been a reliable and carefree heating solution for decades. As new heating solutions emerged as a challenger in the market, Helen wanted to strengthen the position of district heating and create images that support customer retention and are proven to be true. The more than 99.9% reliability of district heating, the long life cycle of the equipment and simple operation guarantee stability, safety and ease of use for properties.

Dagmar’s consistent process combined strategic planning, a strong encounter strategy, targeted media, and conceptualized creative execution. It was used to build a strong foundation for a successful campaign and long-term work.

Strategic policies are the basis for all planning

The image of district heating needed to be clarified, as new alternatives had entered the market. Helen saw an opportunity to strengthen the role of district heating as a sustainable, carefree and reliable solution. The aim of the strategy work was to highlight the desired brand attributes and strengthen the attractiveness of district heating in customers’ everyday lives.

The cooperation began with the creation of an in-depth customer understanding and strategic policies. Target groups and positioning were precisely defined, and an encounter strategy was created that guided media choices and creative implementation. The strategic cooperation between Helen and Dagmar was close and took into account different perspectives.

The creative concept, which is strongly based on the strategy, built an image of Helen’s district heating as a carefree solution. The concept’s message tips were pre-tested. The chosen “District heating” exudes ease and reliability – district heating as a form of heating brings comfort to everyday life.

“strategic cooperation between Helen and Dagmar was close and took into account different perspectives.

The creative concept, which is strongly based on the strategy, built an image of Helen’s district heating as a carefree solution. The concept’s message tips were pre-tested. The chosen “District heating” exudes ease and reliability – district heating as a form of heating brings comfort to everyday life.

“We started to build the strategy based on customer understanding and data. When the target groups and positioning were defined precisely, we were able to prioritize the brand attributes that support customer retention: carefree and reliable. A consistent encounter strategy guided the choices of media and creative implementation, which is why District Heating resonates with the target groups – it makes the everyday benefits of district heating visible“, says the director of customer solutions Päivi Pääkkönen, Helen.

The campaign had a positive impact on the desired brand attributes

The launch campaign in September brought the message visibly to Helsinki’s streetscape and digital channels. Moving images and special implementations built an emotional bond, while social media and programmatic advertising ensured extensive coverage. The media budget was allocated efficiently, and the attention value of the campaign clearly exceeded the reference levels.

“The collaboration with Dagmar progressed smoothly and systematically from research to target group strategy and from media to creative ideas. The launch brought a strong message to Helsinki’s streetscape and digital channels: the implementation of outdoor advertising and moving images built an emotional bond, while social and programmatic advertising ensured extensive coverage“, describes Nina Jauhiainen, marketing manager in Helen.

The campaign survey showed that the message got through: district heating was perceived as carefree, predictable and safe after the campaign. The attention value and comprehensibility of the message were at an excellent level, and the campaign had a positive impact on brand images.

The concept is implemented and can be used in many ways

In the January 2026 campaign, a special outdoor advertising implementation was added to the campaign’s visibility at the tram stop in front of the Mall of Tripla in Pasila, Helsinki: a giant battery tailored for Helen.