Client
Ørsted
Year
2017
Services
Strategy
Campaign
Ørsted:
Dong Energy becomes Ørsted
Challenge
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.
Process
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.
Unsupported awareness gained 9% within two weeks.
Solution
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.
Results
Awareness: Top of mind goal of 3%, result 4%.
Unsupported awareness goal 6%, result 9%.
Supported awareness goal 50%, result 62%.
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