Together for less CO2
MARKET CONTEXT IN 2008 <ul><li>Growing consciousness around the climate problem </li></ul><ul><li>Political pressure to in...
HOW TO RESTORE OUR LEGITIMACY? <ul><li>Connection is very thin today </li></ul><ul><ul><li>Based on respect and heritage <...
‘ THE RESPONSIBLE LEADER CARING FOR THE FUTURE’
OUR LONG TERM PROJECT  Reducing together CO2
10 ENGAGEMENTS OF ELECTRABEL Our approach As supplier
KEY PROMISES OF THIS MISSION <ul><li>Reduce the CO2 emissions with 1,7 ton  </li></ul><ul><li>Renewable energy for 1 milli...
SERIOUS BARRIERS TO OVERCOME <ul><li>Electrabel is not a leader when it comes to green energy  </li></ul><ul><li>Behind on...
DOUBLE  CAMPAIGN OBJECTIVE <ul><li>Brand objective  </li></ul><ul><ul><li>Increase perception that Electrabel cares about ...
APPROACH CAMPAIGN  <ul><li>Let’s not launch the campaign but the proofs </li></ul><ul><li>Reducing together CO2  </li></ul...
NEWSPAPERS & ON-LINE SUSTAINIBILITY MISSION IN FACTS & FIGURES
NEWSPAPERS & ON-LINE SUSTAINIBILITY MISSION IN FACTS & FIGURES
TV EMOTIONAL APPEAL   TAKING CARE OF THE NEXT GENERATION
BILLBOARDS   ENDORSEMENT BELOVED & CREDIBLE BRANDS
BILLBOARDS   ENDORSEMENT BELOVED & CREDIBLE BRANDS
CONTRACTING METER  (BILLBOARD – BANNERING)
ACTIVATION ON MEDIA PLAYERS
ENERGIQUE – ENERGIEK
MAGAZINES GREEN+
DIRECT COMMUNICATION GREEN+ <ul><li>Results </li></ul><ul><li>120K new green+ contractS </li></ul><ul><li>DM respons cards...
<ul><li>Launch of Groene Pauze / Pause Vert </li></ul><ul><li>E-loyalty program for Green+ customers </li></ul><ul><li>Pro...
B2B COMMUNICATION
RESULTS OF THE CAMPAIGN <ul><li>Over-achievement on objective for new Green+ clients:  300.000 green contracts end 2009 </...
REAL ‘MERITS’ OF THE CAMPAIGN <ul><li>Communication can overcome prejudices and sensibilise the public </li></ul><ul><li>E...
<ul><li>But …every nice story has a downside… </li></ul><ul><li>Positive impact on perception of sustainable image erodes ...
NEXT STEPS <ul><li>Keep feeding sustainable credibility </li></ul><ul><li>Communicate about results and achievements  </li...
CLEAN MOBILITY
QUESTIONS? Thanks to  Our partners: FAMOUS, SPACE, OGILVY, PROXIMITY, AIR, BOONDOGGLE, SQILLS Our customers: Campina, Clea...
 
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Electrabel famous

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Electrabel famous

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  • SPECIAL ISSUE ON SD – DROP 4,5 MILLIONS
  • CONTRACTING VERT + / 1,2 MILLIONS WAVE 1 WAVE 2 : 1,1 MILLIONS REMINDER : 400K
  • Electrabel famous

    1. 1.
    2. 2. Together for less CO2
    3. 3. MARKET CONTEXT IN 2008 <ul><li>Growing consciousness around the climate problem </li></ul><ul><li>Political pressure to invest in durable energy </li></ul><ul><li>Consumer willingness to adapt his buying behavior </li></ul><ul><li>All energy suppliers develop or have a ‘green’ offer </li></ul><ul><li>‘ Electrabel as a company’ nearly constantly attacked </li></ul><ul><li>Electrabel needs to restore its legitimacy with people </li></ul>
    4. 4. HOW TO RESTORE OUR LEGITIMACY? <ul><li>Connection is very thin today </li></ul><ul><ul><li>Based on respect and heritage </li></ul></ul><ul><ul><li>Powerful - successful - reliable - competent </li></ul></ul><ul><li>How to create an open mind for Electrabel engagements ? </li></ul><ul><li>By sharing authentic values between Electrabel and people </li></ul>
    5. 5. ‘ THE RESPONSIBLE LEADER CARING FOR THE FUTURE’
    6. 6. OUR LONG TERM PROJECT Reducing together CO2
    7. 7. 10 ENGAGEMENTS OF ELECTRABEL Our approach As supplier
    8. 8. KEY PROMISES OF THIS MISSION <ul><li>Reduce the CO2 emissions with 1,7 ton </li></ul><ul><li>Renewable energy for 1 million households </li></ul><ul><li>Made available via a new green product : Green+, 100% green and 100% made in Belgium </li></ul><ul><li>Bring down our own energy consumption </li></ul>
    9. 9. SERIOUS BARRIERS TO OVERCOME <ul><li>Electrabel is not a leader when it comes to green energy </li></ul><ul><li>Behind on ‘sustainable image’- communication </li></ul><ul><li>Perception that green energy is more expensive </li></ul><ul><li>General negative image of the energy sector </li></ul><ul><li>Electrabel faces a lack of sustainable credibility </li></ul>
    10. 10. DOUBLE CAMPAIGN OBJECTIVE <ul><li>Brand objective </li></ul><ul><ul><li>Increase perception that Electrabel cares about the environment </li></ul></ul><ul><ul><li>Increase ‘trust’ in the brand through sustainability engagement </li></ul></ul><ul><li>Commercial objective </li></ul><ul><ul><li>Market our green approach by selling Green+ </li></ul></ul><ul><ul><li>Be nr 1 green energy supplier by end of 2009 </li></ul></ul>
    11. 11. APPROACH CAMPAIGN <ul><li>Let’s not launch the campaign but the proofs </li></ul><ul><li>Reducing together CO2 </li></ul><ul><li>1) Demonstrate our engagement </li></ul><ul><li>2) Emotional appeal to participate </li></ul><ul><li>3) Green+ offer </li></ul><ul><li>4) Tangible results and progress </li></ul>
    12. 12. NEWSPAPERS & ON-LINE SUSTAINIBILITY MISSION IN FACTS & FIGURES
    13. 13. NEWSPAPERS & ON-LINE SUSTAINIBILITY MISSION IN FACTS & FIGURES
    14. 14. TV EMOTIONAL APPEAL TAKING CARE OF THE NEXT GENERATION
    15. 15. BILLBOARDS ENDORSEMENT BELOVED & CREDIBLE BRANDS
    16. 16. BILLBOARDS ENDORSEMENT BELOVED & CREDIBLE BRANDS
    17. 17. CONTRACTING METER (BILLBOARD – BANNERING)
    18. 18. ACTIVATION ON MEDIA PLAYERS
    19. 19. ENERGIQUE – ENERGIEK
    20. 20. MAGAZINES GREEN+
    21. 21. DIRECT COMMUNICATION GREEN+ <ul><li>Results </li></ul><ul><li>120K new green+ contractS </li></ul><ul><li>DM respons cards = 60% of contracting </li></ul><ul><li>29% of contracting demand by phone </li></ul>
    22. 22. <ul><li>Launch of Groene Pauze / Pause Vert </li></ul><ul><li>E-loyalty program for Green+ customers </li></ul><ul><li>Promo via DM to all green customers </li></ul><ul><li>> 20K subscritpion (+/-10%) </li></ul><ul><li>Loyalty program for </li></ul><ul><li>“ non” green customers </li></ul>LOYALTY PROGRAM GREEN+
    23. 23. B2B COMMUNICATION
    24. 24. RESULTS OF THE CAMPAIGN <ul><li>Over-achievement on objective for new Green+ clients: 300.000 green contracts end 2009 </li></ul><ul><li>Increasing association of Electrabel and green energy </li></ul><ul><li>Customer trust index , as an expression of trust in the brand, increased from 60.9 naar 67! </li></ul><ul><li>Green+ campaign receives an Effie Award in 2009! </li></ul>
    25. 25. REAL ‘MERITS’ OF THE CAMPAIGN <ul><li>Communication can overcome prejudices and sensibilise the public </li></ul><ul><li>Even a project with a large industrial and social engagement can be brought close to people via an emotional and surprising campaign </li></ul><ul><li>‘ Together for less CO2’ is a long term project not a campaign </li></ul><ul><li>Positive results are therefore a strong stimulus to continue the direction of sustainable development </li></ul>
    26. 26. <ul><li>But …every nice story has a downside… </li></ul><ul><li>Positive impact on perception of sustainable image erodes quickly when communication stops </li></ul><ul><li>So, what’s next? </li></ul>
    27. 27. NEXT STEPS <ul><li>Keep feeding sustainable credibility </li></ul><ul><li>Communicate about results and achievements </li></ul><ul><li>Stick to the plan to meet our objectives in 2015 </li></ul><ul><li>Go on with new developments and customer promises </li></ul><ul><li>Innovate, while differentiating from challenging competitors </li></ul>
    28. 28. CLEAN MOBILITY
    29. 29. QUESTIONS? Thanks to Our partners: FAMOUS, SPACE, OGILVY, PROXIMITY, AIR, BOONDOGGLE, SQILLS Our customers: Campina, Clear Channel, Danone, De Lijn, Delhaize, Loterie Nationale, Sport Paleis, Telenet, Zoo Antwerpen… YOU! Our colleagues and management

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