The challenge
Buying and selling energy isn’t rocket science. The energy market is saturated and fiercely competitive. Customers are bombarded with kWh rates, feed-in tariffs, welcome bonuses, and countless contracts that all ultimately lead to the same energy supplier. Energiek, a Belgian energy company, saw an opportunity in the Dutch market because of this very chaos. But they also realised that the Belgian way of communicating would be far too tame for 'those Dutchies'. Enter team GI. After an initial introduction, Energiek flooded us with research, reports, and data showing their ambition to take a different approach. Our challenge? To transform all that complex information into a unique story that’s not only easy to grasp but also truly impactful. A challenge we were excited to take on!
Tackling complexity with empathy
We distilled the key takeaways and core messages from all the documents and structured it by creating an internal message house. This gave us a solid foundation for all communication. We presented this, along with the rationale and our concept for a vibrant visualisation, to Energiek. Our approach? Bringing clarity without oversimplifying. From Energiek’s data, we uncovered some major pain points: a competitor offering 83 different contracts: how could anyone make sense of that? Or a welcome bonus that comes with a list of 20+ conditions, buried in the fine print: how frustrating is that? By focusing on these frustrations and showing how Energiek does things differently, we tapped into the struggles of their target audience. Instead of overwhelming the customer with information, we keep it simple and show them we truly understand their pain points.
The wake-up call mechanism
Our goal for the campaign was building brand awareness for Energiek, and ensuring customers considered them in their decision-making process. To achieve this, we used the wake-up call mechanism, an approach designed to confront and provoke the audience. In this case, it came in the form of a literal wake-up call, complete with bold visuals, dynamic sound effects, and regional voice-overs. With this powerful imagery and sharp, emotion-driven messaging, the campaign left a lasting impression. And by partnering with a trusted performance agency, we ensured Energiek’s wake-up call reached the right audience, at the right time, through the right channels.
Staying awake
At this moment, the campaign is freshly brewed, but of course we don't stop there. In the coming weeks, we’ll keep a close eye on the results, fine-tune where needed, and optimise every detail. That's how we create the perfect blend of creativity and data, ensuring the wake-up call keeps making an impact!
