Client
DONG Energy

Year
2016

Services
Concept
Digital

DONG Energy:
Christmas Calendar

Challenge

Promoting a low-interest product getting people to interact can be difficult, so we needed to communicate in a way that was relevant, attractive and very human to increase loyalty. Furthermore, Dong Energy had to stand out since it is difficult to differentiate the companies in this industry from one another.

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Process

Promoting a low-interest product getting people to interact can be difficult, so we needed to communicate in a way that was relevant, attractive and very human to increase loyalty. Furthermore, Dong Energy had to stand out since it is difficult to differentiate the companies in this industry from one another.

Almost 295.000 Danes joined the contest.

Solution

The result was a digital performance creating a Christmas calendar through a concept named “Watt-nisserne” playing with the Danish word vatnisse with a connection to the term watt. Centred around the smartphone, we unrolled the campaign with humour, fun online activities and contests while getting people to sign up for DONG Energy.

Results

"Watt-nisserne” performed successfully.
Contest participants: 294,973
Unique contest participants (permissions): 28,802
Average participation: 10.2 times
Visitors to campaign site: 357,131
Unique visitors to campaign site: 301,775

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