Ale El Elhandel
Tie the knot before winter.
Brief
Following the previous winter’s sky-high electricity prices, Ale El Elhandel wanted to communicate that it is possible to fix the price during the coldest months.
Idea
A campaign suggesting it might not be wise to wait-and-see, but rather to commit early and set the price before winter arrives.
Solution
The campaign communicated that a fixed electricity price during autumn and winter is a safe option for those seeking upfront knowledge of their expenses. To succeed in a tough market and capture attention over time, three strategic parts were developed. The main part created curiosity through emotional values, while subsequent parts activated reminders with more rational values. The campaign included local events, ads, banners, and takeovers in the local newspaper Alekuriren, as well as organic and paid content on social media.
Results
The campaign highlighted the need for security in the face of a potentially volatile electricity market. Additionally, it put the topic on the agenda when the weather was at its warmest. The campaign exceeded its goal by 200 percent and significantly increased the number of additional electricity contracts signed well before the end of the campaign period. It also led to an increase in the signing of other contracts at Ale El.
In collaboration with Peach webbyrå.
Kissing couples fronted the message about fixing the price during winter.
During the warmest summer months, the communication featured winter landscapes and messages related to cold and ice, which was also noted by the local newspaper.
