Goals and objectives
Electricity transmission company Caruna is responsible for the distribution of electricity as well as the maintenance, renovation, and construction of a weatherproof electricity network. Kauppalehti is the leading business publication in Finland. In addition to news, Kauppalehti features podcasts by journalists for consumers and business-to-business (B2B) listeners.
Caruna had a communication problem: it wanted to share its knowledge and visions about electricity distribution with political decision-makers and corporate influencers. It also wanted to capture decision-makers attention to energy questions as well as increasing the public understanding of the Caruna electricity distributor as a social actor.
Alma Brand Studio suggested that a business media-style podcast series would reach the right audiences and that a podcast would be the best way in which to explain the complex electricity grid industry to listeners. Idea of the podcast series was to make complex topics easier to explain while at the same time increasing listeners’ knowledge of these topics.
The core goal was to increase the company’s expert image.
Another goal was to increase listeners’ understanding of energy topics. The aim was also to provide information and to introduce new perspectives to societal debates.
Electricity in the Air became Caruna’s native podcast series on electricity networks, the future of the energy sector, and the general discussion around electricity distribution. Along with Carunians, experts from other companies were invited to contribute to each episode’s themes.