Building brand awareness: Orsted's profile build
The brief_
Ørsted (formerly known as DONG Energy) was a relatively new entrant into a saturated business electricity market. It had substantial expertise in the field from its Danish operations and an existing gas customer base in the UK, and Ørsted also offered a range of innovative, market-leading flexibility solutions alongside its supply services.
Ørsted wanted to raise their profile in the UK by using their flexibility solutions to generate leads and ultimately act as a gateway to electricity sales. However, flexibility can be complex to understand, so they asked The Marketing Pod for support in raising their profile and helping customers to understand their offering.
Our approach_
Pod services used:
Market analysis
We analysed the marketplace, which we found to be saturated with better-known electricity suppliers talking about electricity purchasing and energy reduction services. We also found that Ørsted’s target audience - energy-related professionals in corporate organisations - were time-poor and difficult to access. This meant it was difficult for Ørsted to make its voice heard.
Gamification
We developed a game that would engage the audience with the benefits of Ørsted’s flexibility services, and dispel the myth that flexibility is complex. Ørsted then used this game at a number of industry events, which enabled them to achieve unprecedented stand footfall.
Customer workshop
To showcase Ørsted’s depth of expertise in flexible solutions to its customers, we held a customer workshop. We invited representatives from the Department for Business, Energy and Industrial Strategy (BEIS) and Ofgem to boost Ørsted’s credibility and give customers access to policymakers.
Content creation
We created a thought leadership piece based on the workshop output, looking at barriers to businesses embracing flexibility. We also created an educational guide to explain the options available, along with supporting videos and infographics, to make a complex subject more accessible.
PR strategy
In order to raise Ørsted’s profile in the UK business energy market, we targeted key trade magazines and secured speaker slots for Ørsted’s experts at key industry events. We also wrote an awards entry for Ørsted’s flexibility product at the Innovation of the Year at the Energy Awards.
The results_
>750 event delegates played the game
35 pieces of coverage
Combined reach of >270,000
Six sales secured, with a further 74 in the pipeline
Ørsted’s flexibility product was formally recognised and promoted as an alternative flexibility scheme by National Grid and MEUC
“The Marketing Pod truly understood what we were trying to achieve and showed real creativity in helping us meet our objectives. The team were adept at interpreting technical product detail and translating this into focused, informative and succinct materials, concentrating on customer benefits. Their careful, considered plans encompassed the entire marketing mix and our account team has remained full of fresh ideas to get our message across in an engaging way. I am delighted with the result.”
- Anna Hart, Marketing Team Leader at Ørsted