A significant challenge in this scenario revolves around our mission to promote a product that is indistinguishable from a market teeming with over fifty competitors.
The product they are selling is the foundation of everything that constitutes our daily lives. Everything. Even the simple act of sitting peacefully in a dimly lit room becomes more enjoyable
with the presence of warmth.
Energy isn't just about suspended wires or numbers on a page. It encompasses more than contractual obligations or fixed agreements; its essence is far-reaching.
Energy is the very basis for "all to work". Our aim was to spotlight these fleeting moments in our daily lives that imbue significance into everything else – while also firmly holding onto the local connection.
Concept: Energy can never be consumed; it can only be transformed. And when we translated that concept into a question for the target audience, we formulated it as:
What gives you energy/Vad ger dig energi?
In other words: how do you convert external energy into your own energy?
The concept showcases small situations where an individual converts one type of energy into another. The headline intentionally contrasts with the image in each scenario to create a brief moment of reflection and a subtle "Ahaaa experience."
For instance, "Me Time/Egentid." Here, we have a girl in a bustling café, finding solace in her "me time" by listening to her favorite songs. She's deriving the energy she needed to recharge.
Next is "Relaxation/Avkoppling," featuring a woman jogging with her smartwatch. Not everyone might find relaxation in running, but she does. Running energizes her to tackle the upcoming day with vigor.
Then there's "Freedom/Frihet." Freedom is often associated with nature, being outdoors, etc., but this image also portrays freedom. It's a sense of liberation when one finds time for themselves to paint their little figurines, the freedom to create whatever they wish. It's certainly something that gives him the personal energy to thrive.
All layouts had a marking in kWh. It's there to showcase value and contextualize what the customer's product actually represents (how little energy for how much one gains).
Vattenfall/Eon/Fortum/Skellefteå Kraft - they provide their customers with electricity bills.
Luleå Energi provides its customers with: Me Time, Adventure, Freedom, Relaxation, Socialising, Freedom
In the actual campaign, we would utilize local landmarks to further emphasise the local connection (using local images). For exempel the person jogging - perhaps running across the Bergnäs Bridge. The person painting little figurines - perhaps painting Luleå Hockey players. Always incorporate the local connection, but through situations, markers, places, details.
And we can have endless headlines such as: Movement, Details, Relaxation, Socialising, Focus, etc.
And the concept can be executed in various ways, such as advertisements, announcements, digital media, radio, events, etc.
