Breaking with category conventions

Powerpeers, Vattenfall’s little sister, has gone through a big change from a traditional to a dynamic energy supplier. Entering this young category with new products meant it needed a fresh brand to reintroduce itself to the world.

A category no one really cares about
The challenge? Most people don’t really care about energy. They simply don’t want to spend too much time or money worrying about their energy supplier. Especially when it comes to dynamic energy, which is often perceived as complex and insecure.  A perception fuelled by innovative startups in the category, speaking only to energy enthusiasts in technical language. 

The opportunity
In reality dynamic energy is something everyone can profit from without investing more time and money. But how do you engage people who in the first place don’t even really care? 

While the category tries to educate people with technical language and rational benefits, we stripped away the complexity. Instead of explaining what dynamic energy is, we made dynamic feel intuitive, exciting and above all accessible for everyone.

Our answer
So rather than centering our story around solar panels, washing machines or jolly mechanics, we took the word dynamic quite literally. Drawing inspiration from sports, dance and movement, we created a playful and bold campaign aimed to spark curiosity and bring dynamic energy to a whole new audience.