CLEVERGY
Almost a decade after the liberalization of the German energy market in 1998, the market was still more or less dominated by four major suppliers. In 2007, two public utility companies decided to work together in order to establish a new brand that would supply energy on a national level. The task was to analyse first the market and then the target group before developing the new brand, including its positioning, its identity as well as an initial marketing mix. Furthermore, the task included marketing research, agency screenings, their recruitment and kick-off briefings.
Basing on the results developed in numerous workshops aiming at finding a unique positioning, the team consisting of Sebastian Wendland, Niko Ronacher and PIECE OF CAKE created a brand basing on the values of individuality, independence, fairness and transparency: Clevergy, the clever energy supplier for clever people.
The then small and friendly provider was to be considered as an „Asterix“ amidst the unloved majors. Demographic research had revealed a target group opposing monopolism and therefore eager to preserve diversity. And while in pursuit of the most economical offer in the market, they would at the same time be keen on remaining independent and deciding for themselves.
For these groups, the biggest encouragement to change their supplier seemed and seems to be self-determination, independence, transparency & security. Clevergy gives this growing group of aware and conscious consumers the opportunity to decide for themselves on exactly what kind of energy from which sources they want and under what terms this should happen.
Power to the people, in a double sense, if you like.
