Norrenergi
Background
Norrenergi is an energy company owned by the municipalities of Solna and Sundbyberg. The company produces, purchases, distributes, and sells district
heating and district cooling to customers in Solna, Sundbyberg, and surrounding areas.
Challenge
Norrenergi has relatively low brand awareness among the residents of the municipalities, and the associations that are made are often technical and rational.
During the year, a new communication concept was launched: “We make Solna and Sundbyberg a little warmer.” We need to prove that, in addition to delivering district
heating, Norrenergi is also a good community actor that cares and spreads warmth in other ways. By doing so, we aim to establish ourselves as an important part of Solna and Sundbyberg.
Not everyone has warm feet this winter. Especially not the homeless, who are increasing in number.
Solution
What has been done in advertising for district heating is generic. There are drone shots of nice houses, people drinking tea, a cute cat on a radiator, and warm showers.
There is goodness in most people and a desire to contribute to change. With the right communication/advertising, we can unlock this engagement.
So, we decided to knit wool socks. We did it ourselves and together with local enthusiasts who wanted to help to spread warmth to those less fortunate. We provided yarn and needles, and taught how to knit to those who couldn’t.
All the proceeds from the sales was given to Stockholms Stadsmission, who knows how to make the best use of the money. The wool sock became a symbol – together we can help spread warmth.
Result
We dreamed. What if 5-10 people actually wanted to join and knit? After all, it takes quite a few hours to knit a pair of socks. And getting the heel right! That’s the hardest part – says everyone who knows how to knit.
The campaign plan was built up, from local reach media such as cinema, out-of-home advertising, social media (Meta), ambassadors, to presence at small local events like Christmas markets. We told the whole story about the initiative. After just three weeks, we reached a total of about 50% of all residents in Solna/Sundbyberg (about 70,000 people), with 80% within the target group. The interest, engagement, and interactions with the campaign were overwhelming. A total of 52 local residents joined our new knitting group, and over 100 pairs of socks were knitted and sold.
