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Epica Awards 2013

Award Type: Advertising Awards

Website: http://www.epica-awards.com/
Email: contact@epica-awards.com
Phone: +33 (0)1 42 04 04 32

The Epica awards were created in 1987. Having originally focused on the Europe, Middle East and Africa region exclusively, the awards became global in 2012.
Epica’s aim is to reward outstanding creativity and help communication agencies, film production companies, media consultancies, photographers and design studios to develop their reputations beyond their national borders.
The awards are judged by journalists representing the trade press; 41 specialist titles and websites from 34 countries will be represented on the jury this year. This unique jury guarantees objectivity and widespread coverage of the results. The best work is also published in the annual Epica Book.

SWEDENS LARGEST ENERGY EXPERIMENT

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Industry Energy & Water Utilities
Media Direct marketing
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Pal Eneroth, Anton Robsarve
Copywriter Jonas Enghage, Leo Magnusson
Designer Marc Eastmond, Icka Samrin Fredrik Ganslandt, Magnus Almberg
Illustrator Henrik Lange
Released November 2012

Awards

Epica Awards 2013
Interactive Consumer Services & Household Interactive SILVER

Credits & Description

Client: URL: http://entries.se/e/eon/experiment/online/
Advertiser: E.ON
Agency: FORSMAN & BODENFORS
Category: Websites, Microsites & Banners
Advertising campaign: SWEDENS LARGEST ENERGY EXPERIMENT
Account Manager: Anna Levegard (Forsman Bodenfors)
Art Director: Anton Robsarve (Forsman Bodenfors)
Designer: Icka Samrin (Forsman Bodenfors)
Account Manager: Katarina Klofsten (Forsman Bodenfors)
Web Producer: Stefan Thomson (Forsman Bodenfors)
Copywriter: Leo Magnusson (Forsman Bodenfors)
Copywriter: Jonas Enghage (Forsman Bodenfors)
Information Architect: Jonas Skoglund
Designer: Magnus Almberg (Forsman Bodenfors)
Advertiser's Supervisor: Maria Rode (E.ON)
Planner: Tobias Nordstrom (Forsman Bodenfors)
Agency Producer: Alexander Blidner (Forsman Bodenfors)
Illustrator: Henrik Lange
Designer: Marc Eastmond (Forsman Bodenfors)
Web Producer: Michael Yngfors (Forsman Bodenfors)
Art Director: Pål Eneroth (Forsman Bodenfors)
Account Executive: Stefan Rudels (Forsman Bodenfors)
Implementation
We recruited 10,000 households and provided them with a device that could read their domestic energy consumption. Then we created a site where all households could monitor their own and other participants' consumption in real time, and compare their consumption with other participants. In an app, we visualized electricity in four different ways during the course of the experiment. As money; in a game where you challenged other participants;, with an angry coach that reminded you to save electricity every day; and with a cute Tamagochi that died if you didn’t save enough electricity. Additionally, we asked participants to submit their best energy saving tips, which we used outdoors and in TVC spots.
Client Brief Or Objective
Energy is something we all take for granted. Unfortunately, it also means some unnecessary waste: in most cases we use more energy than we actually need. The unnecessary wastage affects both the environment and the individual consumer, which is often characterized by a negative attitude towards energy companies.But, what if we could visualize electricity in a playful and wonderful way, to get consumers committed  and on ways of thinking about their energy consumption? Studies show that you could save electricity by making consumption visible, but no one knows for sure. So, along with E.ON, we decided to find out if it was true and started the largest energy-saving experiment.
Execution
We all need to reduce our energy consumption. Above all, to protect the environment. But also to make it easier for customers to save money. But it cannot be done with pointers. Especially not if you are a major energy company. To create a better relationship between E.ON and their customers, we wanted to carry out  an experiment that was seen as something fun and entertaining, but above all, something that saved energy.
Outcome
The overall attitude towards energy companies was poor before the experiment. 
But after the experiment, the likelihood of recommending E.ON was five times higher among the 10,000 households that took part in the experiment than ordinary customers. 
The experiment itself was also a great success. After a year, the participants had saved 12% energy compared to the previous year. That’s a lot of money saved, but it also had a huge environmental impact. 12% of the world’s energy comes from nuclear power. So just imagine what would happen if the whole world did the same as us in Sweden.