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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Germany
Agency Waggener Edstrom
Released September 2012

Credits & Description

Category: Environmental PR
Vice President, Energy & General Manager, Munich: Manuel Hüttl (Waggener Edstrom)
Account Manager, Lead Energy Unit: Stephan Wild (Waggener Edstrom)
Account Executive, Energy Unit: Mareike Lenzen (Waggener Edstrom)
Media placement: Press Release - - April 15, 2010
Media placement: Press Release - - April 15, 2010
Media placement: Press Release - - April 15, 2010
Media placement: Press Release - - April 15, 2010
Media placement: Press Release - - April 15, 2010
Media placement: Press Release - Photon Newsletter - April 15, 2010
Media placement: Press Release - - April 23, 2010
Media placement: Press Release - - May 5, 2010
Media placement: Press Release - - May 6, 2010
Media placement: Press Release - - May 11, 2010

Summary of the Campaign
German manufacturers faced regulation to reduce noise pollution but the recession stalled projects due to lack of funding.

Our agency brainwave combined two client offerings to create Germany’s first ecological solar acoustic fence – allowing manufacturers to comply with regulation and recoup costs by selling energy back into the grid.

The partnership led to a six-figure deal with Nestlé and 2.7 million reached through the media – delivering an annual client ROI of 6:1.

The Situation
With Germany’s government cutting incentives for investment in solar energy, many sustainable development suppliers struggled to maintain growth in 2010 – growth that is 'life-critical' to the majority of young companies such as Green City Energy and Rau Lärmschutzsysteme.

Manufacturing giant Nestlé were looking for a supplier of an acoustic fence at a production facility in Germany.

The Goal
We were tasked with promoting both Green City Energy and RAU Lärmschutzsysteme; providing strategic communications counsel including message development, media relations, event support and sales collateral development.

However, the Munich-based team took client service to the next level – creating a strategic partnership between RAU (a developer of acoustic fences to reduce noise pollution) and Green City Energy, a renewable energy ‘project manager’ for services including solar power generation (and daughter company of Munich’s environmental protection organisation).

The Strategy
We simultaneously helped two clients overcome unique business challenges with a strategic partnership:

- A lack of private sector funding in the recession was holding companies back from investing in acoustic fences – despite regulatory pressure

- The cuts in feed-in tariffs (the financial benefit of selling power back into the grid) from solar panels had reduced motivation for organisations to move forward with installations

The partnership approach meant that 'buyers' would recoup the cost of installing an acoustic fence by 'selling energy' back into the grid – in addition to increasing sustainable credentials for the two company’s customers and boosting clean energy production from the solar panels.

A True Client-Agency Parternship:
When Nestlé started a tender process for an acoustic fence to be built around its production facility in Biesenhofen, Green City Energy and RAU pulled us in to help tackle the project. Our Munich-based team was hands-on throughout the tender process: partnering to communicate the benefits of an ecological solar acoustic fence, presenting the concept to Nestlé and advising on the financial terms of the deal.

Media Campaign Timeline:
- Partnership agreement announcement
- Media alerts throughout construction of the solar acoustic fence
- 'Project is live' announcement
- 'Big picture' announcement: Green City Energy helps to finance the ecological acoustic fence – one project that is part of its €4.2 million renewable energy fund.

Documented Results
- Nestlé customer win
- Return on investment of 6:1
- Clean energy production – enough power to supply 50 households for a year whilst reducing 64 tons of CO2 emissions

2,712,983 people reached through 48 pieces of coverage including:
- Public sector: Der Gemeinderat, Stadt und Gemeinde interaktiv
- Energy: Energiespektrum, EP Photovoltaik, Photon Newsletter,
- National: Allgäuer Zeitung
- Business/Financial: Cash Online, Das, Fonds Professionell
- Construction: Der Bauingenieur, Metallbau Zeitung

"Green City Energy is a young and dynamic company, with the goal of turning the energy industry’s focus to renewables. To achieve our goal we needed a creative and pragmatic marketing partner – and we have found that partner; us. The commitment from the team to constantly bring in new, creative ideas and that convert actions into business results means we can grow together."
Martin Betzold, Green City Energy, Head of PR & Marketing.