The topic of energy efficiency and saving energy is more important than ever. energieberatungAARGAU, the energy advisory service of the Canton of Aargau, commissioned Kontx to develop an awareness and educational campaign running from August to November 2023. The aim was to sensitively and engagingly raise awareness of energy-saving and efficiency—without preaching—among a broad audience: from young to old, including small and medium-sized enterprises (SMEs) and homeowners, and to prepare them for the winter of 2023/2024.

Given the mild winter of 2022/2023 and the warm summer of 2023, this campaign presented a real challenge: reaching all target groups across the canton with the right storytelling, clear messaging, the appropriate tone, and a compelling visual language—across as many touchpoints as possible.

A 360-degree storytelling and brand-building campaign that equally appeals to all target groups. The campaign presented the energieberatungAARGAU as the sender and supporter, focusing on cheeky storytelling combined with a humorous and unconventional visual language.

The process began with a comprehensive strategy phase: it was particularly important for us to develop a cross-media approach. This included traditional print media, online platforms, radio advertising, e-board advertising in public spaces, as well as social media and ad campaigns.

Next came the creative process, where we developed content and communication messages, creating simple, catchy slogans along with a bold, eye-catching visual language.

The energy-saving tips, fun facts, and so-called advisor recommendations developed as part of the creative concept formed the foundation for a large-scale print ad and social media campaign across the canton’s channels. Targeted ad campaigns and boosting native posts helped increase reach and attention within the predefined target groups.

For traditional media (online, print, radio), we didn’t just rely on classic advertisements. In addition, we had the energy advisors of energieberatungAARGAU appear as experts. The result was a series of short, informative advertorials on topics such as heat pumps and proper roof insulation, which we were able to place in all relevant media throughout the campaign period.

Additionally, we ran an engaging energy-saving quiz in collaboration with Radio Argovia—the “Radio Argovia Electricity Diploma.”

Last but not least, our truly unique campaign visuals were displayed on large screens at the Aarau and Baden train stations.