Vattenfall – “Fossil FreeDOME”
Submitted by OMD Sweden
Case Study Summary
“Fossil FreeDOME” by Vattenfall, the state-owned Swedish multinational energy company, used AI to combat climate fatigue and reignite belief in a fossil-free future. As public optimism waned—especially among young Swedes—this immersive, AI-powered VR experience offered individuals a deeply personal vision of a sustainable world shaped by their own values and choices.
Visitors entered a public installation in Stockholm, answered reflective questions, and were guided by AI through unique virtual environments—such as rewilded parks or car-free cities—tailored to their emotional and ecological priorities. AI continued to personalize follow-up digital content after the experience, amplifying impact and belief.
Results:
- Reached 432,800 people
- 89% increase in belief that a fossil-free future is possible
- 44% shared or discussed their experience
- 63% found it “highly relevant”
Key Insights
- Belief, Not Awareness, Was the Barrier
People weren’t unaware of climate solutions—they just didn’t believe they’d see meaningful change in their lifetimes. The emotional disconnect, not the scientific gap, was the real challenge. - Personal Relevance Drives Engagement
Abstract statistics and corporate climate goals fail to inspire action. People only start to care when they can see themselves in the future being described. - Immersion Enhances Impact
Walking through a vision of a better world—rather than being told about it—helps shift climate anxiety into tangible optimism. - AI Enables Emotional Personalization at Scale
AI was not just a technical layer—it interpreted individual values and decisions to co-create unique, emotionally resonant futures for each participant. This turned a mass message into millions of meaningful micro-experiences. - Emotional Design + AI = Breakthrough UX
The campaign succeeded by combining emotional storytelling, immersive tech, and intelligent automation. The result was not marketing that spoke at people, but an experience that spoke with them. - Hope Can Be Engineered
By aligning human creativity with AI-driven personalization, the campaign made climate hope both credible and contagious—reigniting belief through empathy, not just information. - Marketing’s Role Is Evolving
This campaign proved that modern marketing can move beyond selling products to building belief systems—especially in areas as existential and urgent as climate change.
Why Was AI Used?
AI was essential to scale personalization and emotional relevance:
- It generated bespoke VR environments in real time based on user values.
- It powered tailored follow-up content, reinforcing emotional impact.
- It tracked emotional patterns to evolve the experience intelligently.
How Did AI Work With Human Creativity and Insights?
AI brought human insight to life:
- Researchers discovered belief in climate progress required personal emotional resonance.
- Creative teams designed an emotionally rich journey with storytelling and UX.
- AI ensured each journey reflected the user’s individual hopes, not a generic message.
Rather than replacing creativity, AI augmented it by making each story personal, interactive, and memorable.
Would It Have Been Possible Without AI?
Not at this scale or depth.
Without AI, personalization would have been limited or static. AI enabled real-time, dynamic creation of environments and messaging—turning belief into a co-authored, emotionally resonant experience. It wasn’t just tech—it was the backbone of the entire activation.
