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The revolution of electricity

Electricity represented a revolution for society. Initially for industry in the late 1800s. Then for homes and rural areas. In Sweden, the revolution was possible due to hydroelectric power. Cities grew up. For homes and rural areas, electricity eased the workload, especially for women.

Articles

In 1882, Thomas Alva Edison switched on the electrical current at the Pearl Street Station in New York. However, there remained a number of problems for the power industry to solve. A Swede was one of those who formulated the answer.

The entry of electricity into the home changed the way people live forever. Electric lighting changed the daily rhythm of everyday life. And in the home, heavy tasks disappeared from household work, which was of huge significance, not least for women.

In 2015, it will be the 100th anniversary of the electrification of the Malmbanan railway. That was the first stage in the continued electrification of the railways. But it was not obvious from the start that Vattenfall would be responsible for providing electricity for the Railways.

Thanks to an intensive educational and information campaign by Vattenfall and others, the Swedish countryside was electrified. But it was local distribution associations who took financial responsibility for the development.

Electric heating

It was only prior to the deregulation of the electricity market in the early 1990s that marketing and advertising first became crucial for Vattenfall. The 'två hål i väggen' (two holes in the wall) campaign had enormous impact with the public. However, publicity and information campaigns were nothing new.

The attitude of electricity customers to electricity supply has changed from having been a momentous life-changing event when electrification began, to becoming a matter of course when you press a button. But for a long time electricity bills were difficult and obscure documents that created great frustration.

Gula gubbar i Kungsträdgården

The successful 'Two holes in the wall' campaign marketed a 100 per cent Swedish company. The acquisitions in Poland and Germany in the early-2000s transformed Vattenfall into a European player, labelled by the press as a 'European energy giant'.

Images

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Hissmofors power plant
Hissmofors power plant

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The demonstration bus visits the countryside
The demonstration bus visits the countryside

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The demonstration bus is coming to town
The demonstration bus is coming to town

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Yellow men in Kungsträdgården
Yellow men in Kungsträdgården

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Frida Hansdotter competing in giant slalom in St Mortiz
Frida Hansdotter competing in giant slalom in St Mortiz

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HEW logotype
HEW logotype

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Bewag logotype
Bewag logotype

Videos

Commercial: Två hål i väggen - tatueringen
Commercial: Två hål i väggen - tatueringen
Commercial: Två hål i väggen - gymmet
Commercial: Två hål i väggen - gymmet
Ram-el (in Swedish)
Ram-El
Jimi Hendrix på Gröna Lund 1968 (in Swedish)
Jimi Hendrix på Gröna Lund 1968
Elvärme i villor och fritidshus (in Swedish)
Elvärme i villor och fritidshus
Vebacka och Eltomta (in Swedish)
Vebacka och Eltomta
Så ska vi ha't (in Swedish)
Så ska vi ha't
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