Marketing Day: Electrabel and Together less CO2 (#md2010)

Electrabel, the belgian market leader for supplying energy to Belgian homes (more than 4 million clients out of the 5 million households) is looking at how they can improve their brand image as traditionally... nobody believes and trusts them (most of the time because of their own big ego and years of charging way too much).

Key take-aways:

• the basics where negative: bad brand image, climate change, economic crisis and an easy shooting target for the press and of course, they increased the prices in 2008
• Electrabel wanted to share authentic values with their consumers. Create an emotional link between the company and the consumers
• key slogan: the responsible leader caring for the future
• they created 10 engagements like eg. renewable energy, but none of the consumers know this as they don't communicate about it.
• campaign starting off with the facts, the engagement and the call to consumers to do this together
• campaign was mostly blast based, which is a pitty, no real "conversation"
• They discovered that the brand image went back to the original level, probably based on the fact that it was not a real conversation, but a blast.

More information about what Belgians biggest energy supplier is doing, some facts & figures:

Facts & figures: wat doet Electrabel voor het milieu?