- Brand strategy
- Campaign concept
- Film production
- Channel and communication eco system
- TVC
- Social media content
- Digital design
- Webdesign
The challenge
The Danish Energy Agency supports Denmark’s green transition and helps homeowners improve the energy performance of their homes. Yet research showed that first-time homeowners often renovated without considering energy efficiency. The challenge was to raise awareness that smarter, greener choices also make sound financial sense.
Approach
Our insight was simple: inexperienced homeowners often turn to family for advice. And close relations don’t always have the right answers when it comes to energy-efficient solutions.
This inspired the creation of Uncle Einar – a self-proclaimed home improvement expert. By turning him into a central strategic device, we were able to meet the target group at eye level.
Solution
Based on our insights, we created a humorous universe where Uncle Einar dispensed all the wrong advice to his nephew and the nephew’s doubtful girlfriend, as they attempted to renovate their worn-down suburban home.
Result
After the campaign, 80% of the target group were familiar with the concept of energy renovation – 10 percentage points higher than expected. Furthermore, the campaign has performed far above expectations, generating more than 9 million impressions, a VTR significantly higher than the average, and an achieved cost per click (CPC) of DKK 1.94 – approximately 400% better than the benchmark.
