THE OPPORTUNITY

Encouraged by the international trend in lifestyle, the young and adult generation of Romanians declares its determination to adopt an environmentally friendly lifestyle, and the partnership between CEZ Group in Romania and Neversea is aiming to support its plan.

CEZ Group in Romania – one of the energy players in the country supplying with energy seven counties from the southern part, was in 2019 for the second consecutive year the partner of the Neversea festival –  the second largest music festival in the country. The collaboration of this two partners was set to mark a new era in energy & music communication – a more responsible one to the environment and green attitude. This came in the context in which CEZ Romania owns the largest offshore wind farm in Europe, located in Constanta county, less than 50 km from the beach where the Neversea festival is held.

9 years ago, with the start-up of the Wind Farm, CEZ Group anticipated not only the need to produce clean energy, but also the trend towards which the Romanian society is heading in the following years: the care for its environment.

THE RESEARCH

Studies now show that, when it comes to being green and protecting the environment, people are rather  supportive that actually taking actions in this direction.

Green topics discussion is a matter of personal branding: Millennials are concerned about environmental issues (climate change, saving resources, and burying waste in landfills) and feel they can make a difference through lifestyle changes. But also, Millennials are the least likely to take actions that would support these beliefs – the least likely to sort recyclables from trash and the least likely to take steps to save energy. (Source: 2015 GPI Report on Millennials).

Wind energy – seen as the most suitable alternative energy source for a quarter of Romanians: While 57.75% o of people believe that the solar energy would be the best energy green alternative, a quarter (26.75%) would choose wind energy, as the best green source. Also, 62.72% people declare they are trying to have a positive impact on the environment through their daily actions.

Among the Romanians who are responsible for the environment, 7 out of 10 are careful not to throw garbage in forbidden spaces, 6 out of 10 declare that they selectively recycle garbage and 54.69% try to reduce the consumption of water and energy. (Source: iVox study „The perception of Romanians about a green future”, 18-50 y.o, mid&high income).

Considering the official data about the Romania’s recycling effort, approximatively 5% also due to the lack of recycling services availability, we could say that green actions are more of an attitude and a status.

THE PLANNING

In a young world where it is more difficult to make an impression, the challenge of the campaign was how to unite green energy with music and make the partnership relevant and engaging for the young generation. To make it real, the campaign needed not only an inspired message, but also strong and original action to reach the Neversea generation.

In partnership with CEZ Group in Romania, Neversea aims to become the world’s first green-energy music festival in the future, being powered by the green energy produced at CEZ Group’s windfarm.

Objective of communication:

  • Introduce CEZ to a new audience – a new generation of people coming mostly from an area outside the company’s home area
  • Strengthen CEZ image as the brand with a green and modern attitude, by creating a set of memorable experiences inside the festival and in communication.
  • Engage the internal community and make them proud to be part of the partnership.

The target audience: internal audience (company employees – including a team of electricians who helped implement the festival), external audience (attendees, authorities, CEZ partners, press, influencers).

The communication campaign positioned CEZ Group as the green power of Neversea and the #GreenGeneration. The mix of communication channels included: internal channels (Intranet, e-mails, f2f/meetings) and external (TV, press, influencers & social media).

THE IMPLEMENTATION

One month before the Neversea festival, in order to quickly capture the attention of a generation that is constantly in search of the new, the campaign started with a world premier experience: the first DJ to mix on top of a wind turbine (at 100 meters altitude) from Europe’s largest onshore wind park – CEZ Wind Park. For the first time in the world, the sound of electronic music was heard from the top of a wind turbine, mixed over 5 hours in a unique place. The moment came to announce the green partnership between CEZ and Neversea.

Also, the launch campaign confirmed that the CEZ area will be the first 100% green area within the 2019 edition.

We launched the campaign to the #GreenGeneration, meaning the open-minded generation that is always aware of everything that is important to the society they live in, but also connected all the time to the latest information and trends.

To bring to the public agenda the topics about “green” and to define the #GreenGeneration, the communication campaign started with the results of a study conducted online in May 2019, on ivox platform, to investigate the perception of Romanians about a green future. The results showed that 96.78% of the respondent’s state that they are open to make a change in the consumption or purchase habits of some products to reduce their impact on the environment.

The world premiere of the DJ mixing on the wind mill, together with  results of the study, the measures that CEZ will take to prevent and reduce any adverse environmental effects at the festival, three more secondary videos with the DJ on the wind turbine, a video interview with Alex Parker at he told how he felt mixing on a wind turbine (all communicated on social media), together with OOH campaign in Constanta, all of these materials provided us the content for an ongoing campaign with great visibility in national and international media.

CEZ area within the festival was designed by the well-known  architect (Alina Vilcu from the lead station PROTV show “Visuri la cheie”), supported by a green adviser, Dhaniel Nora. They have managed to turn the CEZ area into green friendly space for the #GreenGeneration.

CEZ “Oasis” area was a welcoming green space where everybody was invited to relax and to charge the phone with green energy. Also, it was fully powered with renewable energy and took measures to prevent and reduce any adverse environmental effects: by selectively collecting  the waste and its recycling; replacement of tableware and disposable plastic dishes with glasses or recyclable cardboards; removing plastic straws; selection of decorative elements that can be reused etc.

From the waste collected in the selective recycling units, we built an artsy human structure after each festival day. In the form of a diving man, the Recycle Art Photo Spot was very successful among the festival attendees.

One of the most impressive moments during the festival was the activation from the main stage. Together with Neversea and CEZ volunteers, we distributed 15.000 paper windmills to the festival attendees from the mainstage, in order to create the biggest human wind farm. People were encouraged to raise the paper wind mills with a video projected on the stage screen. The CEZ paper windmills – the wind symbols – were present everywhere at the festival, even after the main stage activation.

During the festival, CEZ had two more green initiatives, based on e-mobility. The first, addressed to the general public, the association with Selly, the most followed vlogger in Romania, thus targeting the young people from the #GreenGeneration. With the help of Selly, we promoted the CEZ Electric Car by offering free rides home to the ones that answered us a few questions about their attitude towards green energy. Also, in the e-mobility category, the second initiative was sailing off the Black Sea guided by a journalist passionate about sailing – Lucian Mindruta, CEZ organized boat trips on the sea for CEZ partners and influencers (Shelly, Andrei Nourescu).

Using the social media tools (cinemagraph, GIF, story, 3D pictures), the on-spot communication consisted on photo and video content for each festival day which promotes the atmosphere of the festival, as well as the prepared activations. The communication campaign continued even after the festival ended both on social media channels (Video interview with the team of electricians; Posts about the bicycle finalists; Movie & photos from the festival; Green news respondents) and in the media.

On internal communication, CEZ employees were informed about each project stage and initiative and their benefits at the festival, through internal newsletters and  CEO letters. A substantial part of the CEZ team was involved in organizing some of the most important moments from this project: The Wind Farm team, which made the world premiere possible; The team of electricians – who supported the festival organizers before, during and after the festival (1 month); The team of volunteers who supported activities in the festival.

THE RESULTS

MEDIA COVERAGE: The campaign “Green power of Neversea” generated over 290  hits in the national and international media.

Over 17 million people had opportunity to see the campaign through the over 260 mentions in the national media: Campaign launch (TV: 10 airings, in the top 4 televisions in Romania; Portals: 136 articles; Print: 9 articles; Radio: 6 airings (4 radio stations); Social media: over 95 mentions)  + 16 mentions in national media, during and post festival.

The communication campaign was also successful across the borders of the country: 28 mentions in the international media, in just a few days after the launch campaign.

SOCIAL MEDIA RESULTS: Facebook was evaluated as the most powerful communication channel. Results: Instagram (Reach: 271.968, Impressions: 343.132, Video views: 13.328 / Facebook (Reach: 1.471.731, Video views: 348.493, Reactions: 3.251).

POST EVENT RESEARCH RESULTS: Although the brand was almost unknown among this generation of people, research conducted after the festival showed that 39% of festival attendees know that CEZ was among the sponsors of Neversea (a percentage very close to other brands with high awareness such as Orange) and also 34% of them mentioned the green energy for the scenes and the festival area. Almost all respondents who know that CEZ was a partner consider the sponsorship relevant

Source: Research conducted by Reveal Marketing Research to evaluate memorability of CEZ as sponsor at Neversea,.

OTHER RESULTS: During the four days of the festival, many public figures from Romania visited the CEZ area, including: Monica Barladeanu, Sanziana Negru, Dragos Asaftei, Larisa Iordache, Andrei Nourescu, Selly, Alina Vilcu etc.

One of the most important results was that, the campaign also confirmed the Romanians’ interest in green energy and was the basis for launching CEZ Verde – the 100% green energy product from the CEZ Vanzare portfolio.

The amount of green energy consumed in the CEZ area was 3470 kWh.

8 electricians and 2 coordinators have been involved in organizing the festival for a month.

CREATIVITY

The #GreenGeneration is determined to adopt an environmentally friendly lifestyle and partnership between CEZ Group in Romania and Neversea festival was fully supporting their plan. CEZ Wind Farm is from now on, more than an impressive amenity, it is the proof that two organizations from different fields of activity can do extraordinary things in a sustainable way, if they dare to act differently.

INNOVATION

Identifying and defining a new generation, staging a unique worldwide experiment and supplying a festival with green energy from the wind source, not only bring innovation to the campaign, but also transform it an example of international best practice. It proves that two companies from totally different industries can achieve extraordinary results together by pooling resources that really turn into extremely courageous ideas and initiatives meant to contribute to the protection of us and the environment, on medium and long term.