Vattenfall’s goal is to remove fossil fuels from all parts of society by leading the development and inspiring other actors to follow. A central part of the strategy is to show both the public and the industry what possibilities actually exist.

Our brief was, therefore, to highlight Vattenfall's leading work within fossil free hydrogen: an innovation that deserves more attention and space worldwide.

For most people, this is a pretty dry engineering topic. We needed to do something to get people interested in the technology and give concrete evidence that it works.

Our objectives:

• Break through the noise: Get more people talking about Vattenfall and maximize its visibility.

• Show that Vattenfall leads the way towards a fossil free world: Lift brand KPIs "Leading development towards a sustainable future" and "Taking broader responsibility".

• Get more people to consider Vattenfall as an energy supplier: Increase Vattenfall's feasibility.

We needed an idea that was bigger than a traditional advertising campaign, and that showed how clean industrial emissions can actually be.

Since Vattenfall's hydrogen technology only emits water, the insight was as simple as it was powerful: with Vattenfall's technology, the emissions are so clean that you can wear them on your skin.

Together with the scientists from Vattenfall, we collected clean water from the HYBRIT plant - the world's first fossil free steel factory powered by hydrogen - and created a brand new product: Industrial Emissions Face Mist.

In order to maximize visibility, we leaned into a completely new category for Vattenfall: beauty. Supermodel and climate activist Cara Delevingne became the front figure for the launch of the new product, and we borrowed conventions of beauty advertising in the expression of the campaign, showing that emissions can be "Clean enough to put on your face".

The earned core of the idea made it possible for us to reach out to key publications in Vattenfall's markets as well as globally, highlighting the initiative as a foot in the door to talk about the key message around Vattenfall's efforts within fossil free hydrogen.

Knowing that we wanted to reach a younger target audience we tapped into the pop cultural communities, sparking conversations as well as more traditional media pitching. The beauty packaging of the project made it possible for us to reach out to lifestyle and pop cultural magazines, where Vattenfall has never been present before.

We created a wide range of tailored press releases and pitches, as well as Q&A and scenario planning handling all possible results of the launch. We also created visual material specifically for earned outreach. These were adapted to the local markets for relevance.

The campaign was rolled out as a 360 beauty campaign with a twist, where climate advocate and supermodel Cara Delevingne explained how fossil free hydrogen only emits water so clean it can be part of your beauty routine.

Kicking off the campaign with a teaser post in Cara’s channels before activating PR, communities and wide influencer activations, we focused on the earn core of the idea. The influencers also drove traffic to the site where we dropped limited editions of the mist.

We then moved on to the broad part of the campaign with TVC, online video, social media, OOH, own channels, web and internal activations at Vattenfall offices. Finally, we deepened the message in own channels and native articles.

The campaign focused on Vattenfall’s key markets in Europe as well as PR globally, over the course of several weeks.

The campaign succeeded in effectively breaking through the noise beyond all expectations. It reached 205 million people through 170 articles and mentions in magazines such as Vogue and Harper's Bazaar. The campaign also received 7 million deserved social media impressions, in total an incredible PR value of SEK 71.2 million.

The campaign exceeded all targets and significantly strengthened Vattenfall's perception as a leader. The paid part of the campaign received 26% more reach than estimated. 41% of those who saw the campaign agreed that Vattenfall "Leads the development towards a sustainable future", 6ppt above target. For "Taking a wider responsibility" the figure was 36%, 8ppt above target.

Vattenfall's consideration - the business’ most important attitudinal measure - had an incredible increase of +23%. The high engagement is also reflected in the time spent on the website: 3.5 times the average view time compared to the average.