Energy for citizens, by citizens
A powerful brand that connects the wind, people and sustainability
Citizens take the energy transition into own hands
Onze Energie (Our Energy) is going for a future where the people own the energy production. For the first time, 34 Belgian energy cooperatives are investing together in an offshore wind farm, making thousands of people co-owners of a wind turbine on the North Sea. This project set a new standard: energy for citizens, by citizens.
This scale is unprecedented. By joining forces, these energy cooperatives are strengthening their impact and making renewable energy more accessible than ever. The goal is clear: engage half a million Belgians in the energy transition by 2030.
The challenge
How do you unite 34 energy coops under one strong brand? How do you get the people on board with a concept still unknown to many? Cooperative offshore wind energy sounds ambitious, but without a clear and accessible story, it remains abstract.
Our challenge was to transform a technical and little-known model into an inspiring and tangible brand. A brand that doesn’t only appeals to cooperatives, but also convinces the people to take the energy transition into their own hands. Together with the cooperatives, we built a story that builds trust, connects people and gets them moving.
From insights to impact
To make Onze Energie a strong and recognisable brand, we adopted a targeted approach. We started with a thorough analysis: we identified those who already invest in energy cooperatives today and researched how we can reach new target groups. Through a benchmark study and five focus groups, we gathered insights on the motivations, doubts and expectations of the people.
Based on these insights, we developed a clear brand strategy. We developed a name, a strong proposition and a persuasive story that appealed to both the cooperations and the ones not familiar with cooperative wind energy. We made a go-to-market plan and tested the message among the general public.
Finally, we created all necessary communication tools: a visual identity, a clear website, impactful social media posts and targeted ads. We coached the participating cooperatives to convey the message and we involved the press to maximise reach.
The result: immediate impact from day one
Onze Energy launched as a strong, widely supported brand by the public and the 34 energy cooperatives. The campaign received national media attention and reached not only cooperants, but also a new audience.
In four weeks time, 13.000 shares were sold and 2,7 million euros were raised. The website attracted 25.000 visitors, and a mix of online advertisements and the press provided extra reach. With these efforts, we laid the foundation to engage half a million people in the energy transition by 2030.
More info: https://www.onzeenergie.be/