Dong energy: Make Denmark greener

DONG Energy, an energy supplier, successfully overturned and improved its reputation through a campaign that used behavioural psychology to align Danish consumers' green energy goals with those of the company.

Campaign details

Advertiser: DONG EnergyBrand: DONG EnergyAgency: Hill+Knowlton StrategiesCountry: Denmark

A tough situation

Energy is a low-interest topic among the Danish population. Energy is considered a maintenance factor and most consumers don't have a relationship with their energy provider. On top of that, DONG Energy's image was much lower than its peers in the energy sector. Partly because of negative stories in the press and turbulence around its ownership and partly due to the fact that there was a negative perception among conscience consumers, simply because of DONG Energy's monopoly size.

Thus, DONG...

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