Category: Titanium and Integrated
Advertiser: ENTEGA
Product/Service: RENEWABLE ENERGY
Agency: DDB TRIBAL GROUP
Date of First Appearance: Apr 19 2010
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Executive Creative Director: Stefan Schulte/Bastian Meneses von Arnim (DDB Tribal Group)
Creative Director: Ludwig Berndl/Kristoffer Heilemann (DDB Tribal Group)
Art Director: Lars Buri/Cathrin Ciuraj/Marian Grabmayer/Chan-Young Ramert/Michael Janke/Judith (DDB Tribal Group)
Copywriter: Mona Sibai/Nina Faulhaber/Res Matthys/Edgar Linscheid/Antje Gerwien (DDB Tribal Group)
Conception/Idea: Klemens Schüttken/Ludwig Berndl/Ralf Schmerberg (DDB Tribal Group/trigger happy productions)
Account Executive: Ann-Katrin Schelkmann/Caroline Sturm/Sebastian Neumann (DDB Tribal Group)
Agency Producer: Barbara Simon (DDB Tribal Group)
Project Manager: Cornell Henze/Bella Sahin/Mathias Westebbe (trigger happy productions)
Photographer: Dennis De La Haye/Max Merz/Sven Glage/Szymon Plewa/Grover Schrayer/Jan Hinr
Graphic Designer: Sebastian Jerez/Steffen Boseckert/Tim Kremer/Mattias Nygard/Christophe-Claud (DDB Tribal Group)
Artistic Director: Ralf Schmerberg (Trigger Happy Productions)
Assistant Artistic Director: Chrisitian Schmid/Heike Pauketat (Trigger Happy Productions)
Producer/Assistant Producer: Nani Miliane Meimeth/Nicolas Blankenhorn/Josefine Bothe (Trigger Happy Productions)
Production: Trigger Happy Productions
Executive Producer: Stephan Vens/Eva Maier-Schönung (Trigger Happy Productions)
Curator: Dr. Carola Dürr/Ralf Schmerberg (Trigger Happy Productions)
Editorial Director/Realisation: Ralf Grauel/Uwe Tisch (Trigger Happy Productions)
Architect: Peter Weber
Art Director: Judith Baumgartner (DDB Tribal Group)
Online/Public Relations/Production: Mindpirates/Bureau N/Silke Neumann/Trigger Happy Productions
Media placement: Exhibition/Event - Stuttgart - 26.04.2010
Media placement: Magazine/Exhibition Catalogue - Stuttgart - 26.04.2010
Media placement: Website - Www.entega.de - 26.04.2010
Media placement: Campaign "Atom Barrel On Tour" - Germany-Wide - 19.04.2010
Media placement: Press/Poster Campaign - Germany-Wide - 10.04.2010
Media placement: Installation "Igloo" - Hamburg - 29.10.2010
Describe the campaign/entry
The campaign "Denkanstöße" ("Food for thought") revolutionised initiator ENTEGA’s way of communicating. With this series of projects, the provider of nuclear free, climate friendly green energy carried important energy-related issues into the middle of society and thus proved its ecological commitment.
"Café Endlager" ("Café repository"), a temporary exhibition in Stuttgart dealt with the risks of nuclear energy. Artistic and documentary elements created an emotional approach to a topic which, in a rational way, is hard to comprehend.
The "Electricity Hog", an igloo built of hundreds of ancient fridges in the centre of Hamburg, denounced the daily waste of energy in our society. The installation
"Holy Wood" used the big stage of the Berlin International Film Festival to raise awareness for climate protection and the importance of forests in the fight against global warming (ENTEGA uses reforestation projects to compensate for unavoidable CO2 emissions).
Describe how the campaign/entry was launched across each channel in the order of implementation
Every project was supported by a custom made mix of additional media channels to optimise the impact on society.
Posters, print ads and a nationwide art project invited people to the "Café Endlager". A program of movies, lectures and debates on site was also broadcast on ENTEGA’s website.
A catalogue gave background information. For the "Electricity hog", a magazine was created and distributed among visitors and journalists. Viral films invited people to destroy old, power guzzling electronics. Posters and guerilla ads showed the way to the installation.
"Holy Wood" included an initiative, which was founded to raise funds for replanting 10,000 trees missing along Berlin’s streets. The book "Holy Wood – a tribute to the forest", a brochure and a festival trailer supplied background information.
The complete series of projects was accompanied by various social media channels and the online-magazine www.denkanstoesse.de.
Give some idea of how successful this campaign/entry was with both client and consumer
In its unique, powerful language, the campaign deeply touched the people of Germany. It raised awareness for some of the most urgent issues of our time. The enormous media echo, national and international, multiplied the value of the limited media budget. Traffic on ENTEGA’s website increased by 300%. A total of more than 150,000 visitors on site and a multiple number of followers through the online-channels included many politicians and opinion leaders.
Among consumers ENTEGA, before the campaign only regionally known, advanced to national awareness and appreciation. At the same time, the campaign continually built a network of supporters for the company and its goals – a growing circle of prominent and influential decision makers. The number of new customers joining ENTEGA is today five times higher than last year. The "Denkanstöße" campaign established ENTEGA nationwide as responsible partner who lives up to its promise: Energy of the next generation.