CAFÉ REPOSITORY by DDB Berlin, Trigger Happy Productions for Entega

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CAFÉ REPOSITORY

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Industry Energy & Water Utilities, Raw Materials & Minerals
Media Direct marketing
Market Germany
Agency DDB Berlin
Executive Creative Director Stefan Schulte
Creative Director Ludwig Berndl, Kristoffer Heilemann
Art Director Judith Baumgartner, Lars Buri, Cathrin Ciuraj, Chan-Young Ramert, Marian Grabmayer
Copywriter Antje Gerwien, Mona Sibai, Edgar Linscheid, Res Matthys, Nina Faulhaber
Photographer Grover Schrayer
Agency Trigger Happy Productions
Released April 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: ENTEGA VERTRIEB
Product/Service: RENEWABLE ENERGY
Agency: DDB GERMANY BERLIN
Date of First Appearance: Apr 26 2010
Entrant Company: DDB GERMANY BERLIN, GERMANY
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Executive Creative Director: Stefan Schulte (DDB Tribal Group)
Creative Director: Kristoffer Heilemann/Ludwig Berndl (DDB Tribal Group)
Art Director: Lars Buri/Judith Baumgartner/Cathrin Ciuraj/Chan-Young Ramert/Marian Grabmayer/M (DDB Tribal Group)
Copywriter: Mona Sibai/Edgar Linscheid/Antje Gerwien/Res Matthys/Nina Faulhaber (DDB Tribal Group)
Account Executive: Ann-Katrin Schelkmann/Caroline Sturm/Sebastian Neumann (DDB Tribal Group)
Graphic Designer: Tim Kremer/Sebastian Jerez (DDB Tribal Group)
Agency Producer: Barbara Simon (DDB Tribal Group)
Artistic Director: Ralf Schmerberg (Trigger Happy Productions)
Production Design: Peter Weber
Photographer: Grover Schrayer
Project Mangement: Cornell Henze/Bella Sahin (Trigger Happy Productions)
Curator: Dr. Carola Dürr/Ralf Schmerberg (Trigger Happy Productions)
Executive Producer: Stephan Vens (Trigger Happy Productions)
Public Relations: Bureau N (Bureau N)
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

Describe the brief/objective of the direct campaign.
ENTEGA is an energy provider, which accepts its enormous responsibility for the next generation by specialising on renewable energy that is completely non-reliant on nuclear power. Our challenge: raise national awareness for the brand and its attitude. ENTEGA stands for “Energy of the next Generation”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
That demands communication of the next generation and besides that, the limited budget did not allow us to use traditional media anyway. We decided to create an event the media would talk about: With the Cafe Repository, ENTEGA took a stand on the current nuclear debate. The art exhibition dealt with the risks on nuclear power. The replica of a permanent repository helped to understand the unsolved problem “nuclear waste”. One could meet contemporary witnesses, join debates, lectures and concerts. We invited the public and journalists to a nationwide art project. We published a newspaper and offered information on www.entega.de.

Explain why the creative execution was relevant to the product or service.
Since the German electricity market has been deregulated, it has become highly competitive. At the same time, the German population’s awareness regarding risks on nuclear power and sustainable behaviour has increased. But: green and non-nuclear Energy still plays a negligible role in the total of German energy supply. It is expensive and perceived as a luxury good. ENTEGA strikes a new path: it offers green electricity on the same price level as traditionally produced electricity is and makes it affordable for everyone. Our challenge was to raise national awareness for the brand and its attitude with a small media budget.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
More than 15,000 unique visitors saw the exhibition. Politicians and decision makers came from all over Germany and thereby took a stand on nuclear power but also helped to promote the Cafe Repository. The nationwide media response included a feature in one of Germany’s most important news broadcasts, spread the news all over Germany and exceeded the invested budget by far. And the 20,000 copies of the newspaper were quickly out of stock.
The Cafe Repository helped to establish ENTEGA as a partner in the fight against nuclear power. But more important it was an impressive contribution to one of the biggest challenges of our times.