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ENGIE: The convenience of ENGIE 

 

Objective

ENGIE's objective is to increase market share by giving consumers more control over their renewable energy. In a competitive and homogeneous market, building a strong and distinctive brand is crucial. In the area of communication, the objectives are growth of helped brand awareness and strengthening relevant associations (CEPs: Category Entry Points).

Background

In the energy market, many companies communicate the same service on a limited number of category drivers. Think service (Essent), price (Budget Energie, Frank) and sustainability (Eneco, Greenchoice, Vandebron). But truly distinctive and clear positioning is not easy. ENGIE is a relatively new energy brand in the Netherlands. ENGIE's core values are convenience, accessible, reliable and sustainable. In short, all energy matters well and easily arranged, that is the convenience of ENGIE. The communication uses a fresh blue logo, recognizable music, the Engie app and a modern family. The hero of the story is the child who playfully and easily helps her family and actually the whole of the Netherlands to save energy.

Concept

Themes of reliability, sustainability and price are central to communications from many energy brands. Due to the homogeneity of a commodity market, these themes actually serve as hygiene factors in an actual purchase. As a result, communicating on these themes is not distinctive.

It was therefore investigated which CEPs in the energy market are important to consumers and fit the ENGIE brand, but which are hardly communicated on, That distinction was found on the themes of unburdening and consumption insight. This is more about consistently appropriating these themes. After all, if you consistently link associations to your brand, you increase your mental market share in that area. In this regard, the more CEPs your brand is connected to in the consumer's brain, the stronger your brand. These CEPs are a good interpretation of the current creative concept.

 

Based on brand research, which tells us if the CEPs are loaded enough, we can determine if we can continue with the current materials or if this needs to be deepened. In this way, multiple storylines can be developed that claim the themes of "unburdening" and "consumption insight" and reinforce the brand values.

Media & Resources Strategy

To increase brand awareness, Byron Sharp's growth strategy also serves as a starting point here: invest in the brand to reach non- and light users: Target the market. Do not segment too much and, above all, try to acquaint the target group with the ENGIE brand through broad outreach. Because unknown makes unloved. The basis for growth in market share is also distinctiveness in advertising: try to be different from others in your category.

Touch, Tell and Sell

Divided into Touch, Tell and Sell, the campaign can be summarized as a three-stage rocket.
Touch: growth on brand awareness through audio (visual) channels with focus on effective reach and message delivery. In this, the theme of unburdening is loaded. On TV, the spot is visible in qualitative programming and within relevant umfeld on the channels of the three operators: Ad Alliance, Talpa and NPO. This is supplemented with online video (including YouTube, Showherhoes, Ad Alliance, Mediahuis) in order to reach non- and light users. On radio the spot can be heard on the stations of NPO, Qmusic, Talpa, E-power. Here too, the reach is supplemented by online audio channels.
Tell: growth on consideration through proof of consumption insight. Communication through digital channels with quality delivery and targeting (including at DPG Media, YouTube, Meta, Ad Alliance and Mediahuis)
Sell: online capture of interested target audience through performance campaigns on specific topics and propositions.

This was a brief description of how we work for the ENGIE brand. Would you like to know more about this? Or just a cup of coffee to see what we can do for your brand? Send an email to contact@stroom.com.