How can a century-old Finnish lighting company become a credible smart brand? Since 2022, Drama Queen has led Airam’s journey with strategic and creative marketing communications. The results shine brightly.
Founded in 1921, Airam is a lighting company that provides solutions for both households and electrical professionals. What began as a light bulb repair business has, over the past century, expanded to include a range of products from electrical supplies to the iconic thermos bottles. In 2021, Airam took a strategic leap into smart lighting by launching the Airam SmartHome for consumers.
True to Airam’s slogan, Drama Queen helps make everyday life brighter, powering impactful marketing across every facet of the business. At the core of our strategic vision stands Airam SmartHome, with the shared goal of elevating brand awareness, boosting brand esteem, and driving sales growth. Together, we’re lighting the way to a smarter, brighter tomorrow.
How does Drama Queen make it happen?
Drama Queen’s multi-talented team delivers from strategic annual planning to seamless execution. We execute a multi-channel approach that integrates social media content, media communications, and advertising. The user-generated-content model, crafted by Drama Queen, powers influencer partnerships that bring social media to life. At the core of this initiative is the ongoing and proactive media communication—a model recognised with a Finnish Comms Award in 2023.
Sparkling success
In 2024, Airam climbed 21 positions higher in Taloustutkimus’ list of Finland’s most valued brands compared to the previous year. Airam reached 49th place, marking its first appearance in the TOP 50, and was the only representative from its product category in the TOP 100.
More specifically, downloads of the Airam SmartHome app have surged by 1085% through its collaboration with Drama Queen. And that’s not all—according to a survey by Crowst (2024), Airam is now among the most popular smart lighting brands in Finnish homes.
