Entega DM FOOD FOR THOUGHT by DDB Berlin, Trigger Happy Productions

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FOOD FOR THOUGHT

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Industry Energy & Water Utilities, Raw Materials & Minerals
Media Direct marketing
Market Germany
Agency DDB Berlin
Executive Creative Director Stefan Schulte, Bastian Meneses Von Arnim
Creative Director Ludwig Berndl, Kristoffer Heilemann
Art Director Lars Buri, Cathrin Ciuraj, Chan-Young Ramert, Marian Grabmayer, Judith Holzaepfel, Michael Janke Advertising
Copywriter Antje Gerwien, Mona Sibai, Edgar Linscheid, Res Matthys, Lennart Fran, Nina Faulhaber
Producer Miliane Nani Meimeth
Photographer Sven Glage C, Steffen Schwab, Szymon Plewa, Jan Hinrich Hoffmann, Dennis De La Haye, Max Merz
Agency Trigger Happy Productions
Released April 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: ENTEGA
Product/Service: RENEWABLE ENERGY
Agency: DDB TRIBAL GROUP
Agency: TRIGGER HAPPY PRODUCTIONS
Date of First Appearance: Apr 19 2010
Entrant Company: DDB TRIBAL GROUP, Berlin, GERMANY
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/Lennart Fran (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/Jan Hinrich Hoffmann/Steffen
Graphic Designer: Sebastian Jerez/Steffen Boseckert/Tim Kremer/Mattias Nygard/Christophe-Claude Bu (DDB Tribal Group)
Artistic Director: Ralf Schmerberg (Trigger Happy Productions)
Assistance Artistic Director: Chrisitian Schmid/Heike Pauketat (Trigger Happy Productions)
Producer: Nani Miliane Meimeth (Trigger Happy Productions)
Assistance Producer: Nicolas Blankenhorn/Josefine Bothe (Trigger Happy Productions)
Executive Producer: Stephan Vens/Eva Maier-Schönung (Trigger Happy Productions)
Curation: Dr. Carola Dürr/Ralf Schmerberg (Trigger Happy Productions)
Editorial Director/Realization: Ralf Grauel/Uwe Tisch (Trigger Happy Productions)
Architect / Artist: Peter Weber/Grover Schrayer
Online / PR: Mindpirates/Bureau N/Silke Neumann
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 - 19.04.2010
Media placement: Installation "Igloo" - Hamburg - 29.10.2010

Describe the brief/objective of the direct campaign.
The campaign “Denkanstöße” (“Food for thought”), revolutionized initiator ENTEGA’s way of communicating. Although already Germany’s second largest supplier of nuclear free, climate friendly green energy, ENTEGA was only regionally known. The goal was to reach national awareness for ENTEGA – and credibility for their ecological integrity. A lot of companies claim a concern for sustainability – which is not always true. That’s why German consumers are quite sceptical about green promises. To prove ENTEGA’s ecological commitment, the comparatively small communication budget was used to create projects which carried important energy-related issues like nuclear power, energy waste and climate protection into society.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Core of the campaign were three projects in major German cities: “Café Endlager” (“Café Repository”) in Stuttgart was an exhibition which dealt with the risks of nuclear power in an emotional, artistic an associative way. The “Electricity Hog” in Hamburg denounced our daily waste of energy: a giant igloo built of hundreds of ancient fridges. The installation “Holy Wood” used the big stage of the Berlinale Film Festival to raise awareness for climate protection and the importance of forests for our climate. Every project was supported by a custom made mix of media channels to increase its impact on society.

Explain why the creative execution was relevant to the product or service.
With the “Denkanstöße”, ENTEGA proved its ecological commitment by what they did rather than what they said. The projects made the spirit of the company and its concern for a safe and sound environment come alive. Concentrating on the cause, not the product, the campaign made people think, come to their own conclusions and finally act – by choosing green energy.

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.
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.
More than 150.000 visitors on site included many politicians and opinion leaders, who formed a network of influential supporters for ENTEGA. Social media reactions and the enormous media echo spread the word. Traffic to the website increased by 300%. The number of new customers joining ENTEGA is now five times higher than before. The “Denkanstöße” established ENTEGA nationwide as a responsible partner who lives up to its promise: Energy of the next generation.