Electrifying moments
LGK continues to infuse the 1to1 energy brand image with emotion
LGK continues to charge the image of the 1to1 energy brand with emotionBy Simone Keller A year ago, Lang Gysi Knoll (LGK) introduced consumers in the Mittelland region to the 1to1 energy electricity brand with a "Dialog" campaign. In the run-up to the vote on the liberalization of the electricity market, the current campaign - also by LGK - aims to further increase awareness and acceptance of the brand.
If the Swiss electorate says yes to the Electricity Market Act (EMG) on September 22, nothing will stand in the way of the liberalization of the electricity market. A positive decision will give consumers freedom of choice with regard to the type of production and origin of electricity.
With a view to free competition in the electricity market, Bernische Kraftwerke AG (BKW) joined forces with 40 electricity utilities in the Mittelland region a year ago to launch the 1to1 energy brand. The aim of this sales cooperation is the joint development of new electricity products and the optimization of service and product quality. In order to communicate the brand values - customer proximity, openness, dialog orientation and emotionality - even before the opening of the electricity market and to further anchor the label, those responsible are once again relying on an advertising presence by the Bernese agency LGK.
According to CD Simone Quast, its launch campaign achieved around 50 percent awareness after eight months - not least because pronunciation and spelling had led to discussions and ambiguities. Although the current campaign is reminiscent of its predecessor in terms of the emotionality of the visuals, it pursues a different strategy: "We've taken a step forward from purely asking questions to a very simple bracket," says the CD, commenting on the new style.
This bracket consists of the claim, which is as simple as it is pointed: "Electricity is. 1to1 energy." On this basis, in addition to various print subjects, three TV and cinema spots were developed that dramatize everyday situations in which electricity flows: A little Agassi bravely beats the ball machine in a match, the drinks machine in the office spits out nothing because it's not connected to the circuit, and an old couple has fun at an amusement park at night. "We want to position the brand as first coming in through a smile," Quast reveals, adding, "It was important to maintain the same eye level, because 1to1 energy communicates person-to-person." In addition, he says, it became apparent that consumers now wanted some kind of explanation of what this brand actually was.
If the Swiss electorate says yes to the Electricity Market Act (EMG) on September 22, nothing will stand in the way of the liberalization of the electricity market. A positive decision will give consumers freedom of choice with regard to the type of production and origin of electricity.
With a view to free competition in the electricity market, Bernische Kraftwerke AG (BKW) joined forces with 40 electricity utilities in the Mittelland region a year ago to launch the 1to1 energy brand. The aim of this sales cooperation is the joint development of new electricity products and the optimization of service and product quality. In order to communicate the brand values - customer proximity, openness, dialog orientation and emotionality - even before the opening of the electricity market and to further anchor the label, those responsible are once again relying on an advertising presence by the Bernese agency LGK.
According to CD Simone Quast, its launch campaign achieved around 50 percent awareness after eight months - not least because pronunciation and spelling had led to discussions and ambiguities. Although the current campaign is reminiscent of its predecessor in terms of the emotionality of the visuals, it pursues a different strategy: "We've taken a step forward from purely asking questions to a very simple bracket," says the CD, commenting on the new style.
This bracket consists of the claim, which is as simple as it is pointed: "Electricity is. 1to1 energy." On this basis, in addition to various print subjects, three TV and cinema spots were developed that dramatize everyday situations in which electricity flows: A little Agassi bravely beats the ball machine in a match, the drinks machine in the office spits out nothing because it's not connected to the circuit, and an old couple has fun at an amusement park at night. "We want to position the brand as first coming in through a smile," Quast reveals, adding, "It was important to maintain the same eye level, because 1to1 energy communicates person-to-person." In addition, he says, it became apparent that consumers now wanted some kind of explanation of what this brand actually was.
