Norrenergi is an energy company owned by the municipalities of Solna and Sundbyberg. The company produces, purchases, distributes and sells district heating and cooling to customers in Solna, Sundbyberg and surrounding areas.
Norrenergi has relatively low brand awareness among residents, and the associations 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 Norrenergi, in addition to delivering district heating, is also a good social actor that cares and spreads warmth in other ways. By doing so, we strive 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.
What has been done in district heating advertising is generic. There are drone shots of nice houses, people drinking tea, a cute cat on a radiator and hot showers.
There is goodness in most people and a desire to contribute to change. With the right communication/advertising, we can unleash this commitment.
So we decided to knit wool socks. We did it ourselves and together with local enthusiasts who wanted to help spread warmth to the less fortunate. We provided yarn and knitting needles and taught how to knit to those who couldn't.
All proceeds from the sale went to Stockholm City Mission, which knows how to use money in the best way. The wool sock became a symbol – together we can help spread warmth.
We dreamed. What if 5-10 people actually wanted to join in knitting? After all, it takes a lot of hours to knit a pair of socks. And getting the heel right! That's the hardest part – everyone who knows how to knit says.
The campaign plan was built up, from local media such as cinema, outdoor advertising, social media (Meta), ambassadors, to presence at small local events such as Christmas markets. We told the whole story of the initiative. After just three weeks, we reached a total of about 50% of all residents in Solna/Sundbyberg (around 70,000 people), of which 80% were 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.