Nietzsche becomes an electrician

LGK places the electricity brand 1 to 1 energy with a childish questionnaireThe advertising offensives of the two Swiss electricity giants could not be more different: While Axpo is promoting itself as a manufacturer, Bernische Kraftwerke AG and 40 electricity plants in the Mittelland region are focusing on their product and turning electricity into a brand for the first time, 1 to 1 energy. Consequently, the two companies are also taking a different approach to brand development - six years before the comprehensive opening of the market: while Axpo is courting acceptance and awareness with unbaked butter plait, raw beans and a futuristic, cosmopolitan commercial with a socialist hero aesthetic, the Mittelland-EW-Allianz 1 to 1 energy is profiling itself with a more provincial, but all the more human appearance. Its dialogue strategy is therefore also pragmatic: in the run-up to the vote on the Federal Electricity Market Act, the Alliance for 1 to 1 energy is presenting itself as a competence center with its question-and-answer campaign in order to also be seen as a friendly, customer-oriented electricity partner by private households in the event of definitive liberalization. At the center of the brand launch are children with their simple but overwhelming questions. page 10