Targeted campaign reduces CO2 in companies
New allotment for projects that save energy in companies got many applications despite short deadline. Viegand Maagøe stood for the launch of The Danish Energy Agency’s ”Erhvervspulje” (“Business Pool”).
The task
The Danish Energy Agency wished to launch the new ”Erhvervspulje” which gives allotment for energy saving projects in production, retail and service companies.
The pool changes the terms for allotment application significantly when compared to previous arrangements. Viegand Maagøe was requested to spread awareness about the allotment and contribute in helping companies getting to apply.
How we solved the task
Our strategy was to reach out to the target audience through multiple channels to ensure maximal level of awareness:
- Direct Mail
Sent to the country’s 800 greatest companies wuth climate minister Dan Jørgensen as sender - Newsletter
Cooperation with the target audience’s own organizations made it possible for the companies to be exposed to the message in newsletters from DI, Dansk Erhverv and Landbrug & Fødevarer - Press
The story about the allotment was given in business media
- LinkedIn posts
Segmented posts and advertising via LinkedIn - Motion graphic
As part of the effort we executed a motion graphic about the ”Erhvervspulje” and ensured in cooperation with SparEnergi’s editorial staff the integration with SparEnergi.dk
The awareness effort was followed up with guiding messages through webinars, fact sheets and case descriptions.
Results
With short notice the launch of the “Erhvervspulje” was advanced with 3 months and it was only possible to apply for just 2 weeks. Still, it succeeded in getting the message out with the targeted campaign about CO2.
The results:
- More than 200 applications
- Applications coming up to more than 145 m. DKK
- That is the equivalent of 75 % of the pool
