swb, provider of electricity, natural gas, drinking water and heat, has planned a campaign, in order to increase the awareness of the swb product family “proNatur”, especially of the so-called LOHAS (lifestyle of health and sustainability). For this, it is planned to develop a cross medial campaign in Bremen and Bremerhaven, which includes conception as well as implementation.
In the target region new customers, but also brand switchers should be convinced by campaigns of the “green” product line. The utility for the customers and the environment should be pointed out and the ecological position of the swb should be strengthened.
„Our shared future start with an idea“– at the same time, the overall campaign claim sketches the connectional roof. An extensive nature picture motive combined with an “idea sketch” results in a harmonic and future-proof unit – the new offerings of the proNatur family.
The campaign motives depend on this unusual combination: the smooth, clear motives of a bremisch nature and the sketchy, reduced presentation of environmentally aware energy gaining.
The campaign was shaped by ads transfers in daily newspapers as well as bill presence on city light boards, big areas and booths. Also online-flash-banners and a landing page on www.swb-pronatur.de were designed and implemented.
A classical presenter concept with reminders communicates in several functions the main message “the right offering for everybody, who wants to protect nature”, support the campaign contents and also use the regional broadcasting as a channel: A “natural” sound carpet at the beginning creates tranquility and room for attention and clearly distinguishes the message from the rest of the ad block.