Case ― Krona Kraft

When we were first approached by Affärsverken to create a new national brand within the electricity industry, our initial thought was – is it really possible to make it that different, to make it stand out and justify a new brand? But together with our client we really proved it was. And then some. 

The electricity industry is rather crowded with quite similar propositions. Add to this the intricate rules and regulations of the same industry, and you have yourself not the easiest arena for your endeavors. Our client, Affärsverken, have a longstanding experience from working together with the public authorities which meant that these areas would be well covered. Something that allowed us to focus on creating the best brand, proposition and communication.

Through different innovation processes, we quite soon began to hone in on two focal points – 100% renewable energy from the sun as well as availability and communication in other languages than Swedish. The fact that based it all around a completely digital approach and presence, was more or less given already upon beginning our work.

We knew that many Swedes want to utilize the energy from the sun to a much greater extent and are actively looking for ways to fulfil this. To meet this increasing demand, we were able to create a promise – a promise that every bit of electricity in our offering, would be derived from the sun’s energy. 

When it comes to potential and likely customers, we almost immediately took notice of the non-existing communication towards people who’ve only recently arrived in Sweden – many of them from rather tough areas of the world. Of course they also need electricity, of course they care as much for the environment as your everyday Joe. And still we had yet to see any major players create a proposition and communication that was talking to them as well.

In addition to these drivers – energy from the sun, available to a larger audience, all digital (which it turned into) – we wanted to create this new brand as a national player. Not a local/regional giant like the group master brand Affärsverken. We wanted to create a brand that would talk to each and everyone the same way regardless of geographical location or ethnicity and/or having another native tongue than Swedish. With this in mind “Krona kraft” was created.

The brand should establish a serious but relaxed and friendly feeling, maximizing the potential of a clean profile focusing on typography and graphical elements rather than massive photos, long “about” areas and/or charts aiming at convincing with numbers upon numbers. All communication was done in three languages in parallel – Swedish, English and Arabic. We created a simple yet effective digital presence with mobility as our top priority. And as the same web interface should work flawlessly together with content in both Arabic and Swedish (and English), much effort went into usability and availability. Something that proved a challenge as the sign-up process, the main call to action, was all done online through the website. Which if one should be fair, starts already on the landing page.

In addition to obtaining new customers, existing ones should just as well use www.kronakraft.se as a tool when having questions, in need of changing anything with their contract, and so on. As the whole proposition is digital, self service is a given part of the solution and something that is more or less expected today. And should you want to interact with customer service, an integrated chat solution with skilled and service minded staff at Krona Kraft is also offered in Swedish, Arabic and English.Krona Kraft is a brand and proposition that stands out, a proposition that is open to all and everyone and a brand that is aiming at making a difference.