Great copywriting isn't written; it's constructed.
2023, Göteborg Energi, a Swedish energy company. Their campaign, "Do Less for the Climate," masterfully intertwined the art of storytelling with the urgent call for environmental responsibility, demonstrating the profound potential of copywriting in the service and B2B sectors.
The campaign's core message, a paradoxical urging to do less - less driving, less meat consumption, fewer plastic packages, and fewer long-distance trips - was a strategic masterpiece in copywriting. It wasn't just about promoting energy-saving practices; it was about embedding a new, sustainable mindset in the daily lives of the people of Gothenburg.
What set this campaign apart was its comprehensive approach. Along with the traditional media channels like print, outdoor, and digital platforms, Göteborg Energi augmented its message with a smart digital app, helping citizens directly engage with their power consumption. This multi-faceted strategy was crucial in transforming a complex and often overlooked issue like electricity consumption into a relatable and actionable cause.
The results were astounding. The campaign garnered over 200,000 app users, achieving a 71% awareness rate, 96% knowledge rate, and a 47% liking rate among the targeted audience. These figures underscored not just the campaign's reach but also its effectiveness in altering perceptions and behaviors regarding climate change and energy use.
This remarkable success of Göteborg Energi's campaign illustrates a fundamental truth in copywriting: the most powerful narratives are those that connect with the audience on a personal level, challenge existing notions, and present a clear, actionable path. In doing so, they move beyond mere words into the realm of influence and change.
Kudos to:
Advertising Agency: Welcom Rud Pedersen Group, Gothenburg, Sweden
Jonas Sjövall, Creative Director
Niclas Hallgren, Copywriter
Sofia Emelie Andersson, Art Director Assistant
And the rest of the team
