| Title | DEFROST DINNERS |
| Brand | ELECTRABEL |
| Product/Service | ENERGY SUPPLIER |
| Category |
A03. Brand or Product Integration into an existing programme or platform |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Contributing Company
|
FAMOUS BRUSSELS, BELGIUM
|
Credits
| Tim Driesen |
Famous Brussels |
Creative Director |
| Iwein Vandevyver |
Famous Brussels |
Creative Director |
| Laurent Dochy |
Famous Brussels |
Digital Creative Director |
| Carola Michiels |
Famous Brussels |
Account Director |
| Isabelle Hankard |
Famous Brussels |
Brand Leader |
| Annick Danckers |
Famous Brussels |
Project Leader |
| Bart Segers |
Famous Brussels |
Digital Production Director |
| Diederik Jeangout |
Famous Brussels |
Art Director |
| Pieter Claeys |
Famous Brussels |
Copywriter |
| Luc Libens |
Famous Brussels |
Copywriter |
| Elisabeth Roelandt |
Famous Brussels |
Strategy |
The Campaign
Challenge : Deliver proof of Electrabel's engagement in rational use of energy during the risky 2014 - 2015 'Black Out' Winter period.
Context : Due to the shut down of 2 crucial nuclear power plants, our country was in risk of shortage in energy supply. The context in which we had to communicate was not that easy since a part of the public opinion held Electrabel responsible for the potential energy supply difficulties.
Communication Objectives
Demonstrate our engagement towards Belgian Households. (campaign awareness, campaign likeability, campaign relevance)
Business Objectives
Number of people that defreeze at home
The Strategy
We know from past experiences that people do not want to make many efforts to optimize their energy consumption.
That is why in stead of making general statements, we decided to focus our efforts on the awareness & activation around 1 specific solution :
The big difference a well maintained freezer makes, as 1cm frost = 50% extra energy consumption.
The execution
We collaborated with Belgium's most popular cooking reality show 'Come dine with me'' (Vier).
In this show every week 4 people who do not know each other, invite each other on a diner party at their home.
The participants of the final episodes of 2014's season were challenged to defrost their freezers & entertain their guests with meals prepared with the ingredients of their freezers only. Prawns in Vanilla Sauce, Fish Sticks with a touch of parsley, ... makes you wish you were there, right ?
The name of the program was changed towards 'Come defrost with me.'
Brand objectives
• 35% of Belgian households thought the action was very relevant to reduce the risks of an energy black-out
• Positive impact on responsible leader image of Electrabel
• Positive feedback from customers and demand to organise more concrete actions around lowering energy consumption and communication in an entertaining way
Business Objectives
• 35,8% of the Belgian households defrosted their freezer after seeing the campaign. (source Ivox) • Resulting in a energy saving of 17.012.16O kWh, the yearly usage of 4.860 households
Communication Objectives
• Spontaneous campaign awareness = 45%
• Message take out : 82%
• Campaign Relevance (very + relevant) = 45%
• Average rise in market share of 'Come dine with us' of 18% versus 2014 season's average
The campaign was a collaboration with Belgium's most popular cooking reality show 'Come Dine with me.'
Together we made a special edition of the series & broadcasted it on the regular time & television network.
Apart from the television show, only branded TV billboards & display bannering to announce the program were used in this campaign.