Energy — Clean and Mobile

PROBLEM: Intelligent Energy, a pioneer in hydrogen fuel cell technology, was preparing to launch the world’s first portable fuel-cell charger. Because consumers in western markets relied on mobile phones, our client presumed that they would want this product — and at a premium. But initial market assessments and assumptions did not accurately reflect the western market’s indifference to this technology.

INSIGHT: Our client had invested substantial time and money to produce this product, based on the premise that all consumers can easily access a power grid. But our research revealed a very different reality — and a much more receptive consumer market. We found that emerging markets around the world — where mobile phones transformed societal communication — had very limited access to electrical power to recharge mobile devices. And those emerging nation markets would enthusiastically adopt this product.

SOLUTION: Our client’s brand and delivery model needed to be invented collaboratively. So, we designed focused marketing programs to actively engage partners and enjoin them in the creation of the new business model. And, yes, this included even the informal networks across emerging markets.

SOLUTION: Our client’s brand and delivery model needed to be invented collaboratively. So, we designed focused marketing programs to actively engage partners and enjoin them in the creation of the new business model. And, yes, this included even the informal networks across emerging markets.

 
 
 
 
 
 

Results

We repositioned for BRICA geo’s with targeted engagement

More than 100K followers on social media per region

11M+ media impressions for awareness campaign

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