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Hållbaraihop: Keep it, together

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With their "Hållbaraihop" ("Keep it, together") initiative, energy company Göteborg Energi wanted to remind people living in the Swedish city of Gothenburg that, for them, sustainability is of the utmost importance, and that their customers are also part of a sustainable future.

Posters in Swedish with bold text advocating climate action, featuring Göteborg Energi's logo and hashtag #Hållbaraihop.

Problem

The energy industry has a great responsibility regarding climate issues and is often accused of doing nothing about it. Our mission was to enlighten the Gothenburg citizens that sustainability on the contrary is the key issue for Göteborg Energi, and that you as their customer are part of a journey towards a more sustainable world.

The goal was to strengthen the perception of Göteborg Energi as a company that stands for a sustainable society.

The solution

We challenged Göteborg Energi to put together a list of sustainability efforts (both social and ecological) that they already do or are in the starting pits to begin with. They came back with a list of 70 different initiatives.

Inspired by people such as Greta Thunberg and the global wave of environmental activism, we created a massive local campaign based on a large number of ingenious and poster-friendly messages under the name: #hållbaraihop (#keepittogether).

A poster at a tram station reads 'Vi har tyvärr inte en lösning på klimatkrisen,' promoting climate awareness by Göteborg Energi. Bus stop poster reading 'Håll Bara Ihop' with a blue bus in the background; Göteborg Energi branding visible.
Bus stop advertisement in Swedish reads, 'Det pratas alldeles för mycket om klimatet,' with a blue bus visible behind it.Bus stop ad reads, 'Vi måste sluta bete oss som vuxna' (We must stop acting like adults) with a tram passing behind.Bus stop ad reads, 'Vi agerar nu så att framtiden kan bli historia.' Translation: 'We act now so that the future can become history.'

Execution

The campaign was launched via PR, billboards, print ads and banners where the activistic expression broke through the media noise in an effective way.

In social media and other digital touchpoints, we brought the messages to life in a fun and expressive way and invited the Gothenburgers to start a dialogue with sustainability experts.

Website interface showcasing sustainability initiatives from Göteborg Energi with suggestions like more solar parks and biogas replacement.
Repeated black text 'PRATAS' at various angles on a white background. Text reading 'KLIMATET FÖRÄNDRAS' on a black and white background, symbolizing climate change themes.
Mobile interface of Göteborg Energi displaying a list of energy initiatives with their popularity scores. Mobile interface of Göteborg Energi displaying a list of energy initiatives with their popularity scores.

Results

Reach The campaign achieved more than 6m views (reach & interaction)
PR The initiative generated buzz on a local and national level, e.g. DN and GP (newspapers)
Response 64% positive which was well above the benchmark
Engagement Interaction rate of the digital assets was 0,8% which is a third higher than benchmark and an all-time high for a Göteborg Energi campaign
Attitude The proportion of respondents with a positive view of the brand, via advertising, was higher than all previously measured campaigns for the company
Internal Good effect within the organisation: several of the points on the list are already "checked off"

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