Eneco invites the Netherlands and Belgium to join in!
On 5 October Eneco is launching a new brand platform, with the pay-off: ‘Who’s in?’ Developed in partnership with Dentsu Creative Amsterdam, the brand story tells that Eneco wishes to play a leading role in the energy transition.
Inspiring positive change
Fluctuating tariffs, the geopolitical tensions caused by oil and gas, grid congestion, the constant stream of complicated decisions: these are familiar topics to anybody who follows the news. Eneco’s new brand story is designed to provide direction, highlight the benefits and feasibility of sustainable choices, and show what positives are already happening on a large scale.
The challenge for Eneco and Dentsu Creative was this: how can we turn energy into a topic that actually energises people again? How do we motivate people to take action?
Focus on what is feasible
Eneco believes that the solution is to shift the perspective. Instead of focusing on what is impossible, people should be shown the positives and possibilities. Eneco is highlighting how easy, enjoyable and smart it can be to join in, as an open invitation to everyone: the company’s mission of ‘Everyone’s sustainable energy’ can only be achieved through a combined effort from us all.
“The idea behind the new brand direction is to turn the sense of stagnation into a positive movement for the energy transition,” explains Eneco’s International Brand Lead Mariska van Drooge-Parlevliet. “We want to improve people’s general awareness about energy: how it’s produced, how it’s stored, and most importantly the smart solutions for how it’s used. This new energy should inspire consumers and companies to take action. Every step counts, no matter how big or how small. Together we’re building a future-proof and more sustainable energy system that’s still affordable for everyone.”
“Who’s in?”
Dentsu Creative Amsterdam’s CEO Sven Vening adds: “Isn’t it crazy that energy campaigns can be so energy sapping? Our ambition, together with Eneco, was to shape a campaign that energises people again and makes them really want to be part of it. ‘Who’s in?’ isn’t a casual slogan: it’s the dynamo underpinning all Eneco’s communications. The new campaign is full of energy. It has music, catchy lyrics and a leader banging the drum, so that everyone wakes up and takes action, with Eneco positioned as the driver of the sustainability movement.”
The campaign will go live in the Netherlands and Belgium on 5 October, with a rollout across television, digital channels, radio and social media. After the new brand story has been introduced, the course will be given further shape with integrated proposition campaigns, brand activations and B2B and B2C communications. The brand strategy will be handled by WPP (the Netherlands) and Publicis (Belgium).