The Dutch are already well aware that in some places, the energy grid is full. In order to solve this, almost everyone has to deal with some disturbances and nuisance caused by the work that’s taking place on the energy transition. Until recently, the power supply in the Netherlands was taken for granted – we have one of the best energy grids in the world – but now it is essential that Enexis proactively communicate with their customers. Not only to promote understanding and acceptance of the work, but also to raise awareness of the energy transition and promote more conscious energy behaviour. Van den Boom: ‘Our customer experience department does a lot of market research, because conscious energy use is also a prerequisite for achieving climate goals. This has demonstrated that people who understand what is going on are quite willing to adjust their energy behaviour, for example by running their washing machines when the sun is shining.' 

Enexis called on blended agency iO, experts in closely interweaving tech and creation in campaigns. iO was challenged to develop a smart, hyperlocal and personalised campaign for Enexis, says Michiel De Nijs, Brand Strategist at iO. 'Together with Enexis, we started thinking about a structure for a multi-year campaign that would allow us to serve different target groups at times when it is relevant to them.' Most problems occur in neighbourhoods with a lot of solar panels, electric cars and heat pumps, and in other locations this is much less of an issue. This means that in some neighbourhoods it may take up to five years before they will see work start in their streets. 

'In addition, Enexis does not sell a simple product. Their message can be complex and at times not so pleasant,' De Nijs continues. 'That's why it took a lot of research, because of course we're all used to the marketing funnels. Thinking in terms of profiles creates a completely different way of communicating, which is quite complex too.' As a grid operator, Enexis does not have access to the personal data behind the energy connection. 'We don't know who lives there,' says Van den Boom. 'That's why we mainly focus on digital communication, where we can get our messages across in a targeted way based on various data points.' 

Enexis uses attitudinal models to monitor the attitude of the Dutch population towards the energy transition, the role of the grid operator, the climate, trust in the government, and people's motivations. De Nijs: 'Our campaign starts with insights, including from research conducted by Enexis. The campaign runs permanently and is multi-layered – but the consumer won't experience it that way, because as part of a specific target group, you are only ever in one storyline.' 

Three target groups were identified for the campaign, based on people's attitudes, says De Nijs. 'There is a more conservative group, a more progressive group, and the frontrunners. The frontrunners have the financial means to invest in solar panels and an electric car. Enexis wants to get the message across to everyone, not just the frontrunners in the energy transition. That's why we're adapting communication so that we can communicate with all groups in society in the most effective way.' 

'I have never seen so many data perspectives used at the same time', concludes Van den Boom. De Nijs: 'We combine weather grid data, energy grid data, the work calendar and data from the attitude model to show targeted advertisements at relevant times and locations.' This leads to hundreds of campaign assets, each with their own shape, message and featuring different characters from the campaign. 'Reviewing all those assets took some time at the start', Van den Boom acknowledges. 'But we are used to that now.'