Brief
An integrated campaign to attract as many new customers as possible and reposition the brand in a new and sustainable way. Against omnipresent power companies. Because that’s the situation in Hamburg: a young municipal energy supplier and old energy giants. An additional challenge is that a municipal company does not have the budget of a corporation. What’s more, electricity is also a low-involvement product and people are known to be creatures of habit. More than half of Hamburg’s residents have never switched suppliers. And that’s exactly who needs to be reached. That calls for creativity.
Implementation
The answer is therefore not a campaign for electricity, but a call for a new way of thinking. Hamburg Energie is not meant to please with colorful images, but to convince with attitude. This demonstrates a clear guiding idea: Time for honestly good electricity!
