ENERGY CHALLENGE. the initiative

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2 ENERGY CHALLENGE the initiative

3 purpose Reach out to 50% of the broad public that is not motivated to engage in sustainable energies Raise awareness to engage Establish energy efficiency and renewable energies as fun and lifestyle improvement Establish energy efficiency and renewable energies as trend to mainstream Convey knowledge about sustainable energies

4 principles Communicate with a focus on lifestyle, culture and benefits in every day life Communicate and be visible in all parts of the country 3 national languages: german, french, italian Engage companies that are sustainability leaders with outstanding reputation, products and services as well as a broad customer base Engage mass media and social media to disseminate Engage ambassadors for the different target audiences (age, cultural background, lifestyle)

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6 Save win Celebrate Energy

7 Procedure APP Media conference Awareness raising campaign Roadshow Finale

8 ios & Android

9 concept APP ENERGY CHALLENGE 2016 App is hub for all information and actions concerning the initiative: The brain of the initiative.

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11 Berne, 4. April

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14 Awareness raising campaign 4. April ff.

15 concept awareness raising The national ambassadors generate an initial boost for the start of the initiative and provide national highlights The media campaign provides a broad outreach Fresh and young language changes the image of reception of the issues around sustainably energies and engages readers to talk about their experiences and take part in the initiative

16 Kampagne

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19 29. April

20 8. June - 2. October 2016

21 concept Roadshow On best visited swiss squares and meeting places an Energy Village is installed: it provides attractive and emotionally valuable venues It shows commonly available benefits through energy efficient behavior in a fun oriented manner The actual challenge is taking off: Every city is urged to collect kwh from their citizens via Energy Spinning, local ambassador contests as well as via commitments of App users.

22 Roadshow Stationen: 8. Juni 2016 Roadshow Locarno 15. Juni 2016 Roadshow Luzern 30. Juni 2016 Roadshow Zürich 10. August 2016 Roadshow Aarau 17. August 2016 Roadshow Basel 31. August 2016 Roadshow Neuenburg 7. September 2016 Roadshow Montreux 21. September 2016 Roadshow Sion 1. Oktober 2016 Final-Event Bern Roadshow

23 (after 3/5 of running time)

24 keyfacts roadshow/energy village Total visitors at roadshows Locarno, Luzern, Zürich Roadshow: Partnerbox: Number and duration of regional radio broadcasts NRJ: 2 broadcasts with listeners Radio Pilatus: 18 broadcasts with listeners Radio Fiume Ticino: 5 broadcasts with listeners For a quality analysis visitors were interviewed: Most visitors spent time in the village for pleasure and no specific intention Especially young visitors spent a lot of time (63,5minutes) in the village Energy Spinning was one of the main attractions The Village received highest quality ratings and satisfaction levels of visitors was at 8 on a scale from 1-10.

25 Main reason of visit Was war der Hauptgrund für Ihren heutigen Besuch? Warum sind sie ins Energie-Village gekommen? Sind Sie aus einem bestimmten Grund gekommen? Basis 237 Besucher der Energie-Village von Locarno, Luzern und Zürich. Vergnügen Kein bestimmter Grund Auf dem Weg / Durchreise 13% 24% 29% Neugier 12% Um sich zu informieren Begleitet jemanden Für die Konzerte Freunde haben davon gesprochen Um die Velos zu testen Um zu wissen was Swisscom mit Energie macht 7% 5% 2% 2% 1% 1%

26 Performance of Energy Village Das Hauptziele dieses Energie-Village ist es Kenntnisse über Energie auf spielerische Weise zu übermitteln und die Bevölkerung zum Mitmachen zu bewegen. Haben Sie persönlich den Eindruck, dass dieses Energie-Village dieses Ziel erreicht hat? Basis 237 Besucher der Energie-Village von Locarno, Luzern und Zürich. Männer Frauen 45% 49% 52% 46% 97% 95% 4% Unter 30 Jahre 44% 54% 98% Jahre 48% 48% 96% 50 Jahre und & + 49% 45% 94% 47% Locarno 37% 55% 92% Luzern 41% 50% 91% Ziele absolut erfüllt Zürich 52% 47% 99% 49% Ziele eher erfüllt Ziele eher nicht erfüllt Ziele überhaupt nicht erfüllt Grundbildung Berufsschule / Lehre Höhere Bildung 36% 56% 52% 59% 41% 54% 95% 97% 96%

27 keyfacts communication Visits on official landing page: User: Visits: Outreach published PR-reports Number: 465 articles online and print Total visits: Single-contacts via social media profiles of ambassadors Facebook: Instagram: 2'000 Publicity of ENERGY CHALLENGE: 28 %, and almost 43 % at year olds AdImpressions online-banner via classic onlinebanner and via SOM Total: 7'165'611

28 keyfacts App Use of app and content: active users: > visits and use: > committments: > Actions: press, media: pressekonferenz, HB EVENT campaign: print / digital / social media roadshow: online banner / action partner: newsletter / social media / customer magazine sweepstakes: Tamedia ambassador: social media

29 keyfacts sustainability Indirect effects: roadshow, communication and APP key facts show large number of new contacts and interaction with end consumers awareness raising knowledge transfer direct engagement of users Direct effects through APP: energy saved theoretically via commitments: 17 Mio. kwh kwh produced with Energy Spinning and PV in the Energy Village: ES: 45 kwh / PV: 61.7 kwh used learning and training tools in the Energy Village: EcoDrive simulator: users (max. expected effect > liters of fuel saved) AXA CO2-reduction projects: (> liters Diesel saved)

30 Learnings & challenges After 3/5 running time key learnings are: most elements have impact differences between channels are enormous support of the private sector is good and a matchmaking element energy saving effect is way bigger than expected Key challenges are and will be: narrow focus on key indicators to create attention become more efficient in creating attention energy is not a high priority topic amongst households

31 Nudges & facts/questions opening ceremony with speakers > how to generate interest? energy spinning > works with ambassador/host/animation Wow! Messages > do they work in order to change behaviour? concerts > work with messages from artists wohnbox> unique piece of communication (nearly self explanatory) videoclips with ambassadors / energieprofil / contests / know-how transfer > do users get the messages and change behaviour?

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