Persuade Turkish residents to choose EnerjiSa as their energy provider with no financial incentive.
A COUNTRY PLUNGED INTO DARKNESS
Just three years ago, the Turkish energy sector was in crisis. A nationalized infrastructure was crumbling, costs were high and reliability was low. People were dealing with power cuts almost every week.
The population was also growing at a rapid rate with 2 million more people needing energy every year – putting additional pressure on energy providers to provide a reliable service.
Later that year, the state announced the privatization of the energy sector to resolve the problem.
Turks would now given the opportunity to choose between hundreds of private energy providers but with one catch – the state dictated the amount they could charge. It was impossible to differentiate between providers.
For the last three years, EnerjiSa, one of the competing energy providers, was struggling to attract new customers. Awareness was at 29% - which was relatively low compared it its competitors like Tedas which tracked at 50%.
Our challenge was to raise awareness of EnerjiSa to make them the energy provider of choice. Without changing our prices.
POWERING THE ENERGY SECTOR
We shook up the Turkish energy sector, using the state-imposed price restriction to our advantage to help people understand and appreciate the value of energy.
We launched a world media first save people money with EnerjiSa by simply using less energy. This would not only reduce their energy bills, but they could make a difference to Turkey and the rest of the world.
We negotiated a never-before-seen deal with the most popular websites in Turkey, including Hurriyet.com.tr and Milliyet.com.tr – the country’s most popular news websites with only Google and Facebook having a higher reach, to replace any rich-media creative with an EnerjiSa-branded black background. This would reduce energy consumption on all devices.
So the money spent on powering devices, be it through data or WiFi connection, would dramatically reduce.
What’s more, we would measure this saved energy nationwide and used it to power a disadvantaged school, ensuring the next generation learn about the value of energy.
REMOVING ADVERTS FROM THE COUNTRY’S MOST POPULAR WEBSITES
We removed rich media creatives and other ad placements to turn the web page background black, with EnerjiSa branding. Thanks to our first-of-its-kind deal with the websites, Hurriyet.com.tr and Milliyet.com.tr removed other adverts to solely display our Enerjisa creative.
Each black background would link through to EnerjiSa’s homepage where people could find out more about the campaign, receive energy saving tips for their home and even their office and learn about how their saved energy will be used.
Our special deal also included the removal of any unnecessary coding in the web pages that didn’t affect user experience, including auto refresh.
Finally, our custom DMP tracked and identified every device displaying our campaign with our newly developed html5 coding, calculating how much energy had been saved, which could be donated to our partner school.
Our ambitious plan made national news, as well as gaining coverage in some of the most popular news outlets like CNN Turk, NTV, A Haber, Show TV and various news TV channels.