When Latvia turned 100, it wasn’t fireworks or parades that stole the spotlight—it was song. And not just any song, but hundreds of them, sung by thousands of people, from every corner of the country and far beyond. As the nation marked its centenary, ELEKTRUM—Latvia’s largest electricity seller—wanted to do more than slap a logo on a banner. They wanted to power something that truly mattered. So they tapped into the one force that’s kept Latvians going through centuries of hardship: singing.

The Brief

How do you meaningfully connect a modern energy brand to a deeply emotional, cultural milestone? The answer wasn’t in watts or wires. It was in voices.

ELEKTRUM became a proud sponsor of the National Song and Dance Festival—Latvia’s most iconic cultural event. But the real magic came from “Izdziedam100” (“Sing100”), a mobile app designed to get the whole country singing. Literally.

The Idea: “Izdziedam100” (“Sing100”)

At the core of the campaign was a mobile app that invited everyone—Latvians at home and abroad—to sing 300 of the most iconic Latvian songs. But this wasn’t just a playlist. Every song in the app came with:

• Its own backstory: why it matters, when it first appeared, and what role it played in Latvian history or culture.
• The original recording: a way to hear the song as it was meant to be heard.
• Downloadable sheet music and lyrics: so people could learn, practice, and share.
• A karaoke version: for users to sing along and record their own personal take.

Whether it was a centuries-old folk tune or a beloved pop ballad, each song was more than a melody—it was a piece of the Latvian soul.

The Execution

The campaign didn’t just live in the app. It lived everywhere. ELEKTRUM developed a full content strategy that included:

• Public events across the country
• TV and radio features
• Social media activations and influencer partnerships
• Press releases and 128 media stories that helped the project catch fire

The recordings—over 175,000 voices strong—added up to 512 hours of music. All of it was preserved and handed over to the National Library of Latvia, creating a cultural archive for the next century.

The Results

• 175,000+ participants
• 300 curated songs with rich cultural context
• 512 hours of recorded singing
• A shortlist at BalticBest
• A boost in brand perception and public trust for ELEKTRUM

More than just a marketing campaign, Sing100 turned into a national time capsule. ELEKTRUM didn’t just light up homes. For Latvia’s 100th, they lit up hearts—and proved that sometimes, the most powerful energy is the kind that comes from people coming together in song.