Positioning and Strategy • Print and digital advertising • Microsite • Content
Offshore wind is often shrouded in myths. DONG Energy UK commissioned Firedog to create a nationwide campaign that would inform public opinion and promote offshore wind.
A multitude of themes arise when discussing offshore wind. Through extensive internal and external research, we extracted those that would most effectively target the thinking British public. As an outcome of the research process, we decided that the campaign should capitalise on a sense of British pride and awe. It would combine our rich pioneering heritage with our engineering excellence. We adapted Caspar David Friedrich’s key Romantic painting, “Wanderer above the Sea of Fog,” and created a seascape dotted with wind turbines. Presenting the turbines as integral to the natural landscape aims to combat an aversion to change. As Friedrich’s painting epitomises the Romantic fascination with feelings of awe, our print campaign presents the turbines as objects of wonder. The copy strategically aligns with this sense of power and innovation. We designed and built a microsite to work alongside the campaign. It addresses each theme in greater depth and seeks to target a wide audience through a range of interactive and informative content.
In the first month alone, the microsite received 11.3 thousand unique users. Prominent political figures championed the campaign during Party conferences and following targeted Westminster publicity.