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How do we ensure that we make the energy transition tangible?
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Together, we quite literally brave wind and weather to show how Enexis is boldly building an energy grid fit for the future. Because we all use almost four times as much electricity as we used to, the power grid is creaking and squeaking. Especially at peak times, we therefore face the risk of solar inverters failing, appliances at home not working properly, or even power outages. To renew the power grid, one in three streets in the United Kingdom is being dug up, and we are also having to wait longer and longer for an electricity connection. And that affects us all. Key to this approach: awareness, behavioural change, and proactive, honest communication.
What started as a smart, cost-efficient multi-year strategy evolved into a proven full-funnel approach with demonstrable social impact. An approach involving almost every discipline within Enexis and iO — and one that is now delivering measurable behavioural change.
Concept, strategy, marketing, CX and UX design, copywriting, photography, video, technology, data analysis… in short: everything, developed together with Enexis experts
Personalized multi-year campaign: always on, seasonal, and situational
Smart use of existing videos, social media posts, and other content
Direction and orchestration of a long-term campaign
Technical implementation and personalization in Sitecore
Media buying
A radical transformation of the energy grid
Every day, we use energy as if it were unlimited. But it no longer is.
The rapid shift towards electric vehicles, heat pumps and solar panels is pushing the electricity grid to its limits in many areas. Cables need upgrading, streets must be dug up and thousands of additional substations installed — all while the grid has to keep running.
But the grid itself is not the only challenge. Our own behaviour plays an equally important role. Using energy more intelligently makes an immediate difference. Together with Enexis, we took on this challenge.
Do you also want to change your customers’ behaviour?
The challenge
To make customers aware of the energy transition, the consequences of an overloaded electricity grid and their own role in it. The goal: create understanding, prevent frustration and encourage smarter use of the grid.
The solution
A real-time, hyper-local and personalised multi-year full-funnel campaign. With relevant messages, storylines and media deployment per target group — tailored to season, location and current grid capacity.
About Enexis & iO
As the operator of the electricity and gas networks in Groningen, Drenthe, Overijssel, North Brabant and Limburg, Enexis Netbeheer plays a vital role in the transition to more sustainable energy. This includes building and maintaining the gas and electricity networks in the Netherlands and transporting energy from solar parks and wind farms to homes and businesses.
The collaboration between Enexis and iO dates back to 2017, with a strong focus on Enexis.nl and conversion optimisation. Since 2023, iO has also been a strategic partner for concept development, content marketing and large-scale advertising campaigns.
“We've been closely collaborating with iO for 7 years on revamping our website and My Environment. Their team of brand builders gave us the confidence to expand in this highly relevant time.”
Stefan van den Boom, Digital Strategy Lead at Enexis
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Ambitious goals: from awareness to behavioural change
How do you make customers aware of their energy consumption? How do you help them understand the complexity of the electricity grid and why upgrading it takes so long? And how do you explain that we’re building an energy grid for future generations?
Certainly not by rushing out an expensive explainer video. Instead, we jointly developed a multi-year strategy that reaches different audiences and demonstrably contributes to both behavioural change and cost savings.
"Together with Enexis, we thought: how can we structure this to ensure its longevity? And how can we add diversity to make it interesting for every target group and meet their needs?"
Michiel de Nijs, Creative Director iO
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Umbrella concept: Full of Energy
Meet Eric, Kim, Jamal and Maaike. One engineer and three customers, each experiencing the energy transition in their own way — and each showing the role Enexis plays at home, on the street and at work.
Their stories come together in the umbrella concept Full of Energy (internally nicknamed the “Love Actually concept”). One central hero film forms the heart of the campaign, supported by sub-stories, shorter edits and audience-specific messaging. Always recognisable, honest and human.
“This campaign is perhaps our smartest ever, certainly our largest. In preparation, we genuinely tried to understand what society cares about regarding the energy transition. The pioneers, the sceptics, and everyone in between.”
Stefan van den Boom, Digital Strategy Lead at Enexis
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Smartly responding to season, situation, and location
A failing solar inverter, flickering lights, roadworks outside your home or longer waiting times for a heavier connection — the last thing we want is to overwhelm people with every possible issue.
Not everyone experiences the energy transition at the same time, so we communicate only when it’s relevant.
Based on postcode, real-time grid load, maintenance planning and even weather conditions, we determine who sees which message. Is the sun shining? Then we activate communication about peak loads caused by solar panels. Are streets being dug up? Residents are informed before and during the works.
In short: we only communicate when it’s relevant to you — and as personally as possible.
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An efficient hyper-local full-funnel approach
The right message, at the right time, in the right channel — driven by personal motivations and needs. This requires a hyper-local, multi-year campaign based on data from Enexis’ maintenance calendar, postcode checker and customer service.
The Full of Energy campaign consists of multiple layers:
An always-on HERO layer for broad awareness and peak communication
Seasonal campaigns addressing voltage issues
Situational campaigns around roadworks and waiting times
See, Think & Do layers for awareness, consideration, deepening and actual smarter use of the grid
Through SEA, social, display, video, audio, DOOH and branded content, Enexis reaches customers at exactly the right moment — supported by data from the maintenance calendar, postcode checker and customer service.
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Smart use of data, technology and existing content
The campaign includes numerous smart optimisations to keep costs under control — and even reduce them in the long term:
Existing videos and social posts were given the Full of Energy look and feel, with new animations and the addition of one or more characters.
Previous formats and landing pages were reused, such as The Smart Moment, Energy Vampires and Neighbourhood Watch.
The main hero film and the sub-films of Eric, Kim, Jamal and Maaike are shown to everyone, but with different copy and lengths depending on the audience.
DOOH screens are used only in neighbourhoods scheduled for grid upgrades, based on the maintenance calendar.
During sunny months — from March to August — outdoor ads are triggered using weather data.
This smart deployment ensures not only relevance, but also demonstrably stronger performance.
"If the sun is shining, you'll see a billboard ad in neighbourhoods where there's a chance your solar inverter might fail. If it's raining and there's heavy mist in the air, it won't be shown. There are various clever elements in the campaign."
Mark Hermans, Marketing Strategist iO
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Results that truly make an impact
Full of Energy has become one of Enexis’ most impactful consumer campaigns to date — with results to match:
77 million impressions within the service area
95% uplift in engagement with the energy transition
59% behavioural change among people exposed to the campaign
4% reduction in peak load on the electricity grid
89% uplift in Positive Image Score
104% uplift in transparency score
That 4% reduction in peak load equals a saving of 15 megawatts — comparable to a wind farm of 15 turbines, enough to power 25,000 households. A result everyone involved can be immensely proud of.
What we delivered
Strategy & full-funnel approach
Read moreConcept development
Read moreVideo and content marketing
Read moreDigital advertising & hyper-local campaigns
Development & personalisation in Sitecore
CX, UX & CRO optimisation
Read more
An award-winning project
video: An award-winning project
Grand Prix Content Marketing Awards 2024 – B2C – 1st place
Dutch Search Awards 2025 – Full Funnel Campaign – 1st place
Dutch Search Awards 2025 – Changemaker Award – 2nd place
These awards highlight the power of close collaboration with the client and the right blend of expertise and capabilities.
Ready to become more sustainable?
Want to use the energy grid more intelligently yourself? Discover 'Full of Energy.'
Or do you want to change your customers’ behaviour with a smart, cost-efficient multi-year strategy — combining strategy, creativity, marketing and technology alongside your own experts? Give us a call or send us an email. We’d love to hear your story.
Want to talk about your project?
We're excited to see how we can help you.