EWII
About EWII
The work made for EWII runs to 2 verified projects since 2022 — mostly IT, DDA2022 and Platform.
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Winter Aid
In collaboration with MBA, EWII has developed a campaign that, with several peaks, fits into a highly topical debate – namely that the government is taking the Danes hostage with their winter aid. EWII saw it as their responsibility to comment on this so-called "help package" and focus on a more responsible solution for Danish electricity customers. Together with MBA and MediaCom Aarhus, EWII therefore created a sensational campaign with two peaks; Peak 1 - Become el-gidsel.nu Peak 2 - Electricity debt free Read more about the campaign's peaks below. PEAK 1 - BECOME EL-GIDSEL.NU With the catchphrase electric hostage, and at the starting whistle for the general election, EWII ran a campaign disguised as the "Magthaverne" as the sender as the first peak. Decorated with a fine stamp - in which the classic state king's crown was replaced by a narhat and with an ironic twinkle in the eye - EWII (or the Powers That Be) advertised in dailies and digitally with the news media that consumers could become electricity hostages now. MORE THAN 9,000 DANES READ ALONG The users who responded to the sarcastic ads were directed to www.el-gidsel.nu, where a short video explained EWII's position by EWII's CEO Lars Bonderup Bjørn. During the first 4 days of the campaign, more than 9,000 people clicked on the site, where they could also read about EWII's alternative solution for electricity customers' billing, where real consumption is paid monthly. The campaign resulted in PR coverage in Berlingske, the front page of Ekstra Bladet online, Jyllands Posten, EnergiWatch and a number of local newspapers. Peak 2 of the campaign - Electricity debt-free spots USP FOCUS IN A GENERIC MARKET As a follow-up to peak 1 and the highly topical debate, EWII and MBA developed a universe to focus more directly on one of EWII's major USPs. Namely that customers at EWII do not have to deal with large 3-month advance bills, as consumers have to with many other electricity companies. Instead, customers at EWII pay month by month for the actual electricity consumed. ELECTRICITY DEBT-FREE – CAMPAIGN WITH AN EDGE To ensure impact, the campaign had to continue to have an edge and an element of something surprising in the communication. The absurdity of having to pay for electricity consumed at home was used as a tool in communication. The message was emphasized by showing the joy of finally paying off the debt after many years. THE JOY OF BEING DEBT FREE The three spots depict three different situations five years into the future, when an electricity consumer has finally reached the day when the electricity debt is repaid. Wild scenes of jubilation unfold precisely to emphasize that in 2022 the energy companies should consider and offer a more responsible payment scheme for the real power consumed by consumers, so that consumers avoid government electricity debt.