The insight
Grid export fees, dynamic contracts and the abolishment of net metering: the Dutch consumer has a lot to deal with when it comes to energy. That’s why it was important to position Zonneplan as the peace-of-mind solution for all the insecurities around energy. Zonneplan is a relatively new, small, player in a red sea of energy providers and tech solutions. Because Zonneplan offers both: dynamic contracts without ‘terugleverkosten’ and smart products that help you gain more independence from fluctuating energy prices. It’s a complex subject that demands some knowledge about how the energy market is organized. But at the same time, energy is a low involvement product. This means no-one really wants to spend a lot of time researching the topic. So, how do we make people care just enough for us to explain our solution?
The idea
The consumer is used to energy providers using happy imagery, relatable families, a feeling of progress and the occasional seaweed snack. But most brands ignore how the consumer actually feels: Frustrated. Hopeless. Tired. Scared. What if we do justice to these emotions in a way that captures the consumer’s attention?
‘In energy advertising, you always see happy people. You never see a frustrated man eating the tablecloth like a walrus. Until now.’
The result
Good plan, Zonneplan. The antidote to bad plans such as eating your table cloth out of frustration or lying naked under your table out of desperation. We introduced a barefoot Zonneplan representative that glides into your outdated, gloomy world on a solar panel hoverboard, and tells you that there’s a good plan: Zonneplan. He then transports us to a modern, bright world where energy finally makes sense again.