| Title | DEFROST DINNERS |
| Brand | ELECTRABEL |
| Product/Service | ENERGY SUPPLIER |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
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 |
Business Director |
| Annick Danckers |
Famous Brussels |
Project Leader |
| Isabelle Hankard |
Famous Brussels |
Brand Leader |
| Bart Segers |
Famous Brussels |
Digital Production Director |
| Diederik Jeangout |
Famous Brussels |
Art Director |
| Pieter Claeys |
Famous Brussels |
Copywriter |
| Luc Libens |
Famous Brussels |
Copywriter |
| Gregory Verheyleweghen |
Famous Brussels |
Copywriter |
| Gaetan Garcia Gomez |
Famous Brussels |
Art Director |
| Vivienne Mak |
Famous Brussels |
Creative Trainee |
| Manon Penné |
Famous Brussels |
Creative Trainee |
| Barbara Vandenberghe |
Famous Brussels |
Designer |
| Laurens Groven |
Famous Brussels |
Designer |
| Thomas Mattheussen |
Famous Brussels |
Development |
| Stijn Huyberechts |
Famous Brussels |
Development |
| Kevin Peters |
Famous Brussels |
Development |
| Benjamin Van Maldergem |
Famous Brussels |
Web Master |
The Brief
Context : Due to the shut down of 2 nuclear power plants, our country was in risk of shortage in energy supply.
Electrabel – Belgium's largest energy supplier – wanted to demonstrate their engagement.
The context was not easy since a part of our audience held Electrabel responsible for the potential energy supply difficulties.
We also knew from past experiences that people don't want to make efforts to optimize their energy consumption.
Strategy : Instead of making general statements, we focussed our efforts on the awareness & activation around 1 specific solution : The big difference a well maintained freezer makes ? 1cm frost = 50% extra energy consumption.
Campaign Success
We collaborated with Belgium's most popular cooking reality show 'Come dine with me'.
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 ?
Describe the success of the promotion with both client and consumer including some quantifiable results
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
• Aided campaign awareness = 84%
• 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
Explain why the method of promotion was most relevant to the product or service
Electrabel needed to prove their engagement in rational use of energy during the risky 2014 - 2015 'Energy Black Out' Winter period.
Instead of creating general awareness about the importance of lowering our energy consumption, we decided to activate Belgians around 1 solution : defrosting your freezer.
Our goal was to convince and activate as many households as possible to open their freezers and get the dirty job done.