The Insight:

Instead of using classical media to help Electrabel create awareness about the need of reducing energy consumption, we used Belgium’s most popular cooking reality TV show to tackle one of the most energy consuming devices in your home: your freezer.

The Idea: The TV show “Come Dine With Me” became “Come Defrost With Me.”

In this daily show a team of 4 people who do not know each other, invite each other on a diner party at their home.

We challenged them in our episodes to defrost & cook with frozen ingredients only.

• 35% of Belgians found the campaign very relevant to reduce the risks of an energy black-out

• Positive impact on responsible leader image

• 35,8% of the Belgian households defrosted their freezer after seeing the campaign. (source Ivox)

• Resulting in a energy saving of 17.012.16O kWh, the yearly usage of 4.860 households

• Aided campaign awareness = 84%

• Message take out : 82%

• 13,5% did talk about the campaign to family & friends

• Average rise in market share of ‘Come Dine With Us” of 18% versus 2014 season’s average.

TV content partnership :

4 daily episodes of the show in 1 week.

Display Bannering 2 weeks before the actual program, an online campaign ran to install awareness and invite people to watch this special edition of the popular show.

TV Billboards

2 waves:

billboards accompanying trailers announcing the program and billboards during the program week.

Target = all Belgians

Due to the shut down of 2 crucial nuclear power plants, our country was in risk of shortage in energy supply in the winter of 2014 - 2015.

A big part of Belgians held Electrabel responsible for this.

The right choice of media was crucial to gain sympathy for our brand & the campaign.

That is why we decided to partner with Belgium’s favourite cooking reality show.