RWE is the fourth largest energy company in the world, and the second biggest provider of offshore wind and energy. It aims to become climate neutral by 2040. However, it is still viewed as a conventional energy supplier in its existing markets, and in new markets where they are investing in renewables, it is a new player. This meant it needed to boost its global brand awareness, busting myths and raising its profile. The campaign also needed to bring its EVP – ‘Our energy has impact’ – to life.

Havas People interviewed key stakeholders and employees about what RWE stands for and what it means to work in offshore wind. Often, employees who work in renewables don’t get the chance to visit the wind farms themselves and see the impact of what they do. Five colleagues from diverse backgrounds and functions were chosen to tell their personal stories, then went to Denmark to visit the wind farm and be part of a six-episode series: ‘Our journey offshore’.

Their experiences were filmed in high definition, capturing their reactions, emotions and authentic stories. Episodes explored themes such as overcoming challenges, welcoming diversity and embracing opportunities. Havas People created 19 videos in total, including bite-size stings to bring people in and five job profile videos to give more information about the roles on offer. The videos boosted internal excitement about the new EVP, and increased advocacy. They also generated external awareness in key markets and encouraged talent to apply. Conversions of visits to applications increased in all three core target markets, but most importantly boosted employee loyalty and pride.