Sluk for Danmark
Kunde:
Norlys
Opgave:
- PR
- Campaign
Opgaven
At the end of 2022, when the energy crisis was at its peak, Norlys launched the Case: Sluk for Danmark' campaign with the goal of getting Danes to save electricity for a good cause. The more electricity Danes saved on January 1, 2023, the more money Norlys would send to vulnerable citizens in collaboration with the Red Cross.
'Sluk for Danmark' was developed in close collaboration between Accenture Song and Norlys with Help as a PR consultancy partner.
Eksekvering
The goal of the PR effort was to meet Danes in the energy crisis and strengthen Norlys' reputation and perception through news media. At the same time, the effort was to increase awareness of the day and encourage Danes to save electricity. To ensure maximum exposure, we divided the campaign into three phases:
1. Before the campaign We laid the groundwork for the campaign with an opinion piece from Norlys' CEO about making a joint effort on electricity prices
2. During the campaign Through targeted pitches and exclusive placements in key media, we secured press coverage - locally, regionally and nationally.
3. After the campaign The campaign results and fundraising gave massive exposure in media outlets across the country
In addition to the proactive PR efforts, Help developed the reactive communication strategy through press preparedness and advice that could nuance the criticism that might arise in the press.
Resultater
Through the PR efforts, we have achieved extensive and positive news coverage. Mentions include media such as TV2 News, Radioavisen, regional P4 stations, Ritzau, TV2 Lorry and the DR podcast Guld og Grønne Skove.
- 79 mentions in national, regional and local media
- Potential reach of 7 million people.
A statement from Energinet shows that Danish households saved as much as 17% electricity on January 1st. This resulted in a total donation from Norlys to the Red Cross of DKK 45 million.
