The new attitude campaign is intended to invite a sense of optimism and revolves around the slogan: Achieving the energy transition together. And we’ll do so “By our own power.”
We have everything we need to achieve the energy transition together. We’ll all do so together by working with the power of nature, not against it. The new attitude campaign is intended to invite a sense of optimism and revolves accordingly around the slogan: By our own power.
This implies the renewable power contained in nature: water, wind and sun. But also the power that lives in us as a society. It also implies the power that exists in us as a company, in the form of the in-depth expertise and performance of over 3,800 employees at VERBUND. Since its founding more than 70 years ago, VERBUND has been generating clean energy. And will continue doing so in the future. To this end, we’ll be investing even more in the expansion of generation, networks and storage facilities over the years ahead.
“The tonality of our campaign is optimistic, trusting and clear. As VERBUND, we are pleased to perform a pioneering role, including when it comes to advertising, and giving courage for the future. “Through our own power” is the central concept around which we will build up the communication on our future. Naturally, we have produced it in a climate-neutral way,” says Monika, Riedel, Director of Communications at VERBUND.
The campaign will run on a grand scale in all relevant media with the goal of disseminating the new claim and the new self-image. Using the simple simile of a swimmer in a flowing river, it shows that our world would be much nicer if we didn’t work against the power of nature, but with it. The campaign will be rounded off with a special offer: 5 months of free electricity.
The Big Bang of the 360-degree campaign takes place on 21 March and includes sports on TV, online videos and banners that can be seen on all relevant platforms in the digital space and, of course, on social media. There will also be half-page spreads in the daily newspapers Der Standard, Die Presse and Kurier. The media mix is augmented by a high-reach OOH (Out-of-Home) dominance with dissemination throughout Austria.
