Electricity is not only yellow
Energie FCBLK uses a color code to make consumers aware of the introduction of the obligation to declare the origin of electricity.
the origin of electricity must be declared. The electricity utility of the city of Zurich (EWZ) is therefore launching an awareness campaign with an FCBLK color code.
from low-interest to high-interest
product and, in addition to the
price - also a competition for the ecological quality of the
electricity offers. In future, consumers will be able to
can choose between providers and production types. In the
At the center of this development is the informed purchasing decision and
thus the labeling of the offers. As has long been the case in Austria
or Canada, electricity consumers in Germany will now also receive
Suppliers information on origin, composition and environmental impact
of the electricity purchased.
Like the EU member states, Switzerland, where the
liberalization was rejected by the people three years ago,
market transparency through mandatory labeling. In addition to the trend towards
decentralized and heterogeneous power generation technologies, it is likely to be
of the more than 900 electricity suppliers is therefore also that of the
differentiating labeling of the products. This amounts to a
Raising consumer awareness, especially for electricity from
renewable energy sources. At least in terms of communication
maintain these competitive advantages. The EWZ annual report reads
on the labeling and freedom of choice of the type of electricity production: "The aim
is the further ecologization of hydropower and the intensification of
Use of new technologies that use renewable energies."
To every stream its color
The question also arose for EWZ: How should electricity consumers pay for
be sensitized to the different types of production, i.e. that
electricity is not the same as electricity? And for something they get for free
get delivered? We were looking for a concise and independent visual
appearance, which has been awarded both the Naturemade Star and
Naturemade Basic and the EWZ corporate values. Only
in an entertaining, low-threshold way. After all, the
campaign trigger a learning process that will continue into the second
campaign phase will continue next year, during which the
prescribed "electricity mix" is explained.
The agency FCB Leutenegger Krüll was hired for this task,
because it has developed a campaign concept that promotes EWZ electricity and
its energy sources - even nuclear power - sympathetic, value-neutral
presented. The team around CD Mike Krüll went all the way to the
types of electricity production and gave them the colors with which they
are associated by most people. This is how a
color code scale, which is more sophisticated because it is more colorful than the famous one,
"monochromatic" from the German electricity supplier Yellow Strom. As a result
the electricity should be given a face: For example, the dark blue
Green electricity from hydropower, yellow solar power, red electricity from nuclear power
or - at a later date - green electricity from biomass, which
is naturally green. Only electricity from fossil fuels has
a color that hardly anyone comes up with: salmon pink. Entertaining to
enigmatic headlines such as "Deep blue is greener", "Gernkraft?" or
"Sent from heaven" alludes to the origin, which in the
ad copy is deepened in each case. As a common element
all the motifs of the new electricity type campaign have the motto subline: Clear
Origin, clear color.
The second phase at the beginning of next year will proceed with the same clarity.
year. In this report, the shares of the individual
types and colors of electricity.
Luca Aloisi
