From a price message to a value proposition. In the autumn 2025 Jousto campaign, Oomi built awareness for the still-unknown Oomi Jousto electricity contract and sales of new contracts at the same time — as continuous brand building instead of one-off campaigns.
Result
+0 %
Jousto sales growth
NØRR3 took our message where it landed and harnessed media into a tool for making results. Guesswork doesn't deliver — we measure what works, and it showed in both brand perception and sales.
1. Objectives
Electricity is a category where competition is almost solely on price. Building a distinctive brand is hard.
Image metrics move slowly: the starting point was 4th place in expertise and 6th in responsibility.
The price message no longer set Oomi apart from competitors. Price had to be replaced with a clear value proposition.
The Jousto product was unknown to consumers: awareness and sales of new contracts had to be built at the same time.
2. Solution
From a price message to a clear value proposition: "Jousta ja säästä" (Flex and save) — the Oomi Jousto electricity contract.
Continuous brand building instead of one-off campaigns: several flights throughout the year — creative concept by Ivalo Creative; media strategy, phasing, buying and measurement by NØRR3.
A reach-driven multichannel mix: TV (MTV HbbTV + Katsomo CTV), Total Audio, YouTube, Meta, TikTok, programmatic display and DOOH — 99 % reach in the A25–64 target group, 47 M contacts.
Two-phase optimization in social and display: reach first, then traffic. On Meta, CTR rose from 0.08 % to 1.25 % and cost per click fell 79 %.
Creative
"Jousta ja säästä!" (Flex and save!) — with the Oomi Jousto electricity contract.
Methods we used
Reach-driven multichannel mix
TV, Total Audio, YouTube, Meta, TikTok, programmatic display and DOOH — 99 % reach in the A25–64 target group.
Two-phase optimization
Reach first, then traffic in social and display. Meta CTR 0.08 % → 1.25 %, cost per click −79 %.
Continuous brand building and measurement
Several flights through the year — NØRR3 handled media strategy, phasing, buying and measurement.
3. Results
Oomi Jousto product sales grew +936 % (2025 vs. 2024).
64.9 % rated Oomi's advertising the best in the category (2025 vs. 2024).
Spontaneous awareness +13 pp, a relative increase of +29 %.
Oomi is Finland's most preferred electricity company — MTV chose Oomi as its B2B growth case for 2026.
Results in Numbers
+0 %
Oomi Jousto product sales growth (2025 vs. 2024)
+0 %
Spontaneous awareness growth (2026)
0.0 %
Rated Oomi's advertising the best in the category (2025)
0 %
Reach in the A25–64 target group
Creative execution
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