ACTION IS AWARENESS, BUT AWARENESS IS NOT ACTION.

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As a program of the Swiss Federal Office of Energy, EnergieSchweiz supports voluntary measures to help implement Swiss energy policy. In accordance with its statutory mandate, Energie Schweiz promotes knowledge and competence in energy issues and at the same time acts as a facilitator for market testing of innovative ideas.

The task of the Energy Challenge was to raise awareness in the Swiss population between 16 and 55, across all geographies and all social and economic classes.

FS Parker and Aroma where the lead agencies of Energy Challenge. The agencies were responsible for the entire campaign creation and execution. FS Parker’s focus was on the concept, design and sponsor activation.

DEVELOPMENT OF A 4 YEAR MEDIA AND EVENT STRATEGY TO CREATE SUSTAINABLE AWARENESS ON THE TOPIC OF ENERGY SAVING.

We quickly realised our target audience were largely unaware of the topic and therefore an approach had to be found that addressed the target audience. By using various Trojan Horse concepts, we were able to sensitise the various target audiences. Using systematic gamification concepts developed using the latest economic behavioural knowledge we were able to activate our audience. The whole approach was executed through a media mix consisting of a social media platform, an app, roadshows and influencer campaigns.

Under the motto “Du machst keinen Unterschied” we developed a simple, understandable visual language. Based on this imagery and the claim, we were able to develop specific solutions together with the individual program partners and tailor them precisely to each target group.

In order to communicate our messages to the various target groups, we developed engaging formats for the Energy Challenge. A 20Minuten web series targeted an urban audience between 20 and 35 years of age. Large physical solutions at trade fairs were aimed at families with children plus the over 50 years old demographic. The Energy Challenge app focused on people who were already interested and who wanted to be better informed about energy efficiency and win them over as ambassadors. Festivals such as Openair Frauenfeld, Gurten, Energy Stars, Moon and Stars were used to reach young people with a series of key messages.

WE DEVELOPED A TEST & LEARN APPROACH TO CREATE LIVING WORLDS (LEBENSWELTEN)

We were particularly proud of our collaboration with 20Minuten which involved implementing our own channel. This enabled us to provide editorial support for the topics of Energie Schweiz and our partners and thus to achieve a much higher impact of the advertisements controlled by us. For the social media networks, we developed three living environments on the channels, each of which reflected our core target groups. For each of these social media channels, a CI was developed that was tailored to the living environment.