Drastic transformation of the energy network
Every day, you live and work with all the energy you need, without a second thought. Until now.
Our increasingly burdened network is just managing. Due to the complete shift in electricity and gas consumption, we have no choice: the energy network needs drastic adjustments, urgently. All cables need reinforcing. This means streets undergoing construction and thousands of additional electricity substations. But the network is not the only culprit; we need to take responsibility for our energy consumption ourselves.
Raising awareness among customers about the energy transition and encouraging them to use the energy network more intelligently.
A personalized, hyper-local multi-year campaign with messages, storylines, and media tailored to each target audience.
About Enexis & iO
Enexis Netbeheer, serving Groningen, Drenthe, Overijssel, North Brabant, and Limburg, plays a pivotal role in transitioning to greener energy. They maintain the gas and electricity networks, transporting energy from solar parks and wind turbines to homes and businesses.
Enexis and iO have a history. Since 2017, we've collaborated on Enexis.nl and conversion optimization. Since 2023, we've extended our partnership to encompass concept development, content marketing, and advertising campaigns.
"We've been closely collaborating with iO for 7 years on revamping our website and My Environment. Their team of brand builders gave us the confidence to expand in this highly relevant time."
Stefan van den Boom, Manager Marketing Communication at Enexis
Ambitious goals: Awareness and behaviour change
How do you, as a network manager, make your customers aware of their energy consumption? How do you ensure they understand the complexity of the power grid and comprehend why its renovation takes so long? And how do you explain that we're working on an energy network for the next generations?
Certainly not by hastily launching an expensive explanatory video. Instead, we forge a multi-year strategy that not only appeals to every target group but also saves costs in the long run.
"Together with Enexis, we thought: how can we structure this to ensure its longevity? And how can we add diversity to make it interesting for every target group and meet their needs?"
Michiel de Nijs, Creative Director iO
Umbrella concept for new and existing messages: Full of Energy
Meet Eric, Kim, Jamal, and Maaike. A technician and three customers experiencing the energy transition in their own ways. We honestly depict what happens, Enexis's role, and how the characters optimize the energy network, whether at home, on the street, or at work.
These stories converge in the 'Full of Energy' umbrella concept, internally known as the 'Love Actually' concept. One main film that all Enexis expressions, new and existing, refer to.
“This campaign is perhaps our smartest ever, certainly our largest. In preparation, we genuinely tried to understand what society cares about regarding the energy transition. The pioneers, the sceptics, and everyone in between.”
Stefan van den Boom, Manager Marketing Communication at Enexis
Smartly responding to season, situation, and location
A failing solar panel, flickering lights, your street under construction, or a longer wait for a more robust connection. The last thing we want is to overwhelm you with all these problems. Maybe it's not that bad for you, and you're only dealing with one or two of these at the moment. Or it could be that you haven't noticed anything about the energy transition yet. It all depends on the season, how busy the energy network is in your area, and when the energy network in your town is under construction.
Long story short: we want to communicate with you only when it's relevant for you, preferably as personally as possible.
Efficient hyper-local multi-year campaign
Delivering the right message at the right time through the right channel, driven by your personal motivations and needs, requires a hyper-local multi-year campaign based on data from Enexis's work calendar, postcode checker, and customer service records.
It operates in an 'always-on' mode for customers already engaged in sustainability, providing information on potential inverter issues. Additionally, it engages in peak communication for customers whose network is either overcrowded or scheduled for construction soon.
Additionally, there are the 'See,' 'Think,' and 'Do' layers, following the Google model, for awareness, consideration, deepening, and actually using the network more intelligently. In every situation, Enexis provides you with the right information through ads, YouTube videos, social media posts, retargeting banners, landing pages on the website, and various outdoor advertising in your neighbourhood.
Smart use of data and existing content and formats
The campaign includes various clever tricks to keep costs limited and even save costs in the long run. For example:
We give existing videos and social media posts the 'Full of Energy' look and feel, adding new animations and character(s).
We reuse our previous formats and landing pages. Think of 'The Smart Moment,' 'Energy Sappers,' and Peeking with the Neighbors.
We serve the overarching main film and sub-films of Eric, Kim, Jamal, and Maaike to everyone but with different text and in various lengths, depending on the target audience.
We use only digital screens in neighbourhoods scheduled for the renovation of the energy network, according to the work calendar.
In the sunny months – from March to August – we display outdoor ads based on weather data.
"If the sun is shining, you'll see a billboard ad in neighbourhoods where there's a chance your solar inverter might fail. If it's raining and there's heavy mist in the air, it won't be shown. There are various clever elements in the campaign."
Mark Hermans, Marketing Strategist iO
Results that speak: Externally and internally
3.2 million impressions in the first week.
Praises from the Board of Directors of Enexis and other players in the energy market.
The internal position of Enexis marketing team strengthened due to open and transparent communication.
Technicians feel supported by the campaign.
Everyone working at Enexis is proud.
...
To be continued.
What we did
Ready to make your life or company more sustainable?
Want to use the energy network more intelligently? Discover 'Full of Energy.'
Looking to change your customers' behaviour with a smart, cost-saving multi-year strategy? Partner with us, alongside your experts, as we bring together the right knowledge and experience in strategy, creation, marketing, and technology. Feel free to call or email us for a chat – we genuinely enjoy listening to your story.
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