Brand development and brand launch of the green electricity product Bienenstrom
WE ARE BLOSSOMING!
Making landscapes blossom with energy: We developed the green electricity product “bienenstrom” for Stadtwerke Nürtingen. With bienenstrom, electricity customers become flowering helpers and can actively do something against insect mortality. And this is how it works: One cent per kWh of bienenstrom (100% green electricity) goes to farmers in the Swabian Alb biosphere area. In return, they plant bee-friendly flowering plants where traditional energy crops for biogas production normally bloom – and thus create an important habitat for the little buzzers. The extra cent is used to compensate for yield losses suffered by participating farmers.
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Bienenstrom has developed a real buzz: Of the planned 14 hectares of flowering areas, 20 hectares are already under contract. And the number is growing: Just 11 months after the market launch, bienenstrom was successfully made available as a classic franchise model for other municipal utilities. Through the active, initial placement of this success story in leading media such as brand eins, national newspapers, etc., we ensured a great media response throughout Germany. With a low five-figure media budget, we achieved a total media equivalent value of around 347,000 euros. And last but not least, bienenstrom was the first electricity project to be honoured by UNESCO.
Bienenstrom has developed a real buzz: Of the planned 14 hectares of flowering areas, 20 hectares are already under contract. And the number is growing: Just 11 months after the market launch, bienenstrom was successfully made available as a classic franchise model for other municipal utilities. Through the active, initial placement of this success story in leading media such as brand eins, national newspapers, etc., we ensured a great media response throughout Germany. With a low five-figure media budget, we achieved a total media equivalent value of around 347,000 euros. And last but not least, bienenstrom was the first electricity project to be honoured by UNESCO.
