In the space of one month, we had to create a high level of awareness and explain the change from DONG Energy to Ørsted on all platforms. The new name had to mark a goodbye to “black energy” and welcome the green, while introducing a new visual identity and code of conduct.
Ørsted has around 800,000 Danish households as customers. These customers don’t have a lot of interest in who is providing their electricity, nor do they care about the name of the company. This context generated a need to create a preference for Ørsted in the long run and create awareness of the name change in the simplest way possible. Based on a big stakeholder analysis, we composed a matrix of messages as a strategic playbook to make sure we implemented all business goals.
The campaign introduced the new visual identity of Ørsted, focusing on concrete messages. We broke the news nationally with the main message: “DONG Energy becomes Ørsted: We have become too green for our name” and on digital platforms we emphasized Ørsted’s green purpose, referring to the playful campaign site. We made a video explaining the history of Ørsted, portraying a company with opinions in an inspiring and sympathetic way. The awareness goals were beyond met just within two weeks of launch.
Awareness: Top of mind goal of 3%, result 4%.
Unsupported awareness goal 6%, result 9%.
Supported awareness goal 50%, result 62%.