The Dutch central government is on a mission to increase energy savings nationwide by 1.5% per year to cut the country’s carbon emissions. But how do you flip the switch in people’s minds to change their energy habits?
Well, if education begins at home, it was time for this incentive to go local. We rounded up every Wirelab department to generate the creative sparks we needed to energise a movement.
Energieloket Enschede is a national ambition for energy efficiency, made local by the Gemeente Enschede. They are dedicated to helping the people of Enschede to save on their energy expenditure and reinvest those savings into what really matters. But how do you inspire a city to do more with less? We rounded up the whole team to answer that question, starting with a fresh new logo and brand book to kickstart the project.
'Use Less, Do More'
To inspire most people to change the way they live their lives, you first have to show what’s in it for them. How can using less energy bring more to their lives? Our tagline, “Use Less, Do More,” highlights all the things you’d rather spend your energy on than...well, your energy. Encouraging the people of Enschede to start "saving together" and reinvest the money they've saved on energy into local experiences and business.
The Build Up
Coming to a Mailbox Near You
So, what next? It was time to build some momentum. We created targeted, engaging social media videos to excite Enschede about the arrival of the campaign's green envelope. We delivered over 56,000 green envelopes to encourage recipients to download the Energieloket Enschede app. Where they can create their own account, access their ‘My Savings Account’, shop and begin to track their progress with ‘My Energy Counter.’ Keeping on top of your energy expenditure has never been simpler!
The Local Campaign
Time to Hit the Town
We left no bus stop un-postered in this campaign. Whether you were running to work, taking a trip to the local Gemeente or taking a stroll around town chances are you would’ve encountered one of our Energieloket Enschede promotional visuals. Using bright, optimistic visuals and strategic poster positioning throughout the city we created a genuine community spirit and incentive surrounding the new energy initiative.
The Energie Ambassadors & Coaches
The People Behind the Movement
Now that people knew about this ambition for energy efficiency within the city. We wanted to give a face to the movement with the Energy Ambassadors. Allowing Enschede's residents to see the people who have already got onboard and are benefitting from their energy efficiency and extra pocket money. Featuring energy savers and local businesses alike to encourage people to 'Use Less, Do More.'
Time to Turn Up the Watts
Next up, the website. With over 25,329 web visits and 47,831 web sessions so far since the campaign began, it’s fair that the people of Enschede got onboard.
Together with our partners, we created a user flow ensuring that the website had everything it needed to energise the movement. Including, the introduction of the new branding throughout the web design with a personal touch as we shared real stories through visual and written content on every page.
The result? A user experience that could take you from energy saving novice to conservation connoisseur with just a few clicks. Including the mobile site which is currently the most popular channel for Energieloket Enschede online visitors.
The CMS Platform
Home to 15,720 new account registrations
The Energieloket Enschede website certainly had a lot to handle. It was going to be the virtual home to educational content, inspiring user stories, an ecommerce hub AND individual account handler for energy savers across the city. Complete with a custom ‘Consumption Monitor’ to help aspiring energy savers to stay on track with their consumption. Not to mention, a citizen participation platform where users could share their progress with other neighbourhoods across the region. Umbraco offered us the opportunity to achieve all of this in one flexible, sophisticated CMS platform which could adapt to the needs of the initiative.
The most important aspect of the new Energieloket Enschede website was the 'My Savings Shop'. An online shop which offered anything an aspiring energy saver could need, from LED lights to door draft stoppers.
Our web design ensured that web visitors could gather all of the information they needed to kickstart their energy saving journey and put that immediately into action with their own ‘My Savings Shop’ all under one digital roof. So far, welcoming over 12,261 orders.
The Payment System
Pay By Points
Does anyone remember cash? Nope, us neither. Energieloket Enschede embraced the dominance of digital currency and took it one step further with a pay by points system available via their online shop or mobile app. A payment system which we were able to implement via Umbraco and its handy e-commerce solution, Vendr. A spending solution which has facilitated an incredible 346,387 points to be spent since we went live.
A Movement for Everyone
The incentive to Use Less and Do More is accessible for everyone and a movement which everyone can get onboard with. In fact, our most frequent web visitors are over 65 year olds, who said they weren’t tech savvy?
Not to mention a national reach. Our campaign has not only caught the eye of the people of Enschede. We’ve welcomed online visitors from cities across the country. Whether it’s Utrecht, Haaksbergen, Amsterdam or Rotterdam, this is a campaign with national appeal.
The Energy Results
Over €2 Million of Savings
This was a campaign which didn't waste any energy. Since the campaign began, Enschede has already saved over 5,228,135 kWhs of electricity and 1,332,267 m³ of gas since we went live in November. With a little conversion, this equates to €2,263,059.00 saved by the city, already half way to reaching their €5,085,245.00 goal.
The Social Return
Over 100 Volunteers for Alifa
The financial savings of this campaign have already been reinvested into the community of Enschede through professional welfare charity, Alifa. An organisation which is dedicated to the welfare of people in need of social or economic support across the region of Enschede. The social return from what is already an incredible energy initiative has meant that those most vulnerable in our society can receive the services they need, courtesy of Alifa and the remarkable work they do.
CEO / Founder
Is your city ready to join the movement?
Twan is happy to kick-start that journey. Click the button & plan a meeting!