THE ENERGY
COMPANY
GOING AGAINST
THE CURRENT.
Client: Jämtkraft | Category: Brand relaunch
If you follow our successful process for creating differentiation platforms, even an energy company can be liked, trusted and gain loyal customers. Despite electricity being a super-generic, low-interest product, and despite most of us having experienced the energy companies’ rapidly declining engagement once we’ve signed up for their services.
Key emotional driver
To convince someone to like a company and to be loyal to it, the customer must feel and believe that the company genuinely works for him or her. Jämtkraft (who produces all of its energy from renewable sources) is owned by the municipalities of Jämtland. Thus, it’s driven not only by improving their profit, but just as much by improving the daily lives of the local residents. Which is what we illustrated in all of our campaigns.
IMPACT
With a 265% higher recall than advertising by their competitors Vattenfall, E.ON, Fortum and Telge Energi, our campaigns gave Jämtkraft the industry’s most effective advertising over a four-year period, delivering over 180% of expected sales targets. And Jämtkraft was named Sweden’s Best Energy Company (with Sweden’s most satisfied customers).
CAMPAIGN
BLACKOUT.
We wanted to give people something important to think about: how electricity affects our daily lives. The campaign was launched through TVC, radio, online and on a website which gives the reader 100 suggestions on what to do together with your family – without any other energy than human relations.
CAMPAIGN
LABEL
OF ORIGIN
– FOR REAL.
Eight out of ten Swedes want to know just how sustainably their electricity is produced. Buying your electricity from Jämtkraft means that you even get to choose which river in Jämtland it has been sourced from. A completely new kind of offer was presented in TV commercials, banners and on a campaign site.
