In order to communicate the importance of gas as a reliable partner of renewable energy sources, the Fachverband Gas Wärme (FGW), through their Gas Initiative, commissioned an Opinion Leader Campaign.
"You have the future in your hands"
Around 800 selected stakeholders from the Austrian energy industry and energy policy makers received a pretty box with four juggling balls as symbols for the sun, wind, water and gas as trend-setting energy carriers. On the box was the slogan "You have the future in your hands".
Each box was equipped with a personalized prize code that allowed access to a short online sweepstakes. Apart from the code, no other input of data was required. Correctly answering three simple questions about the energy industry and the importance of (green) gas for Austria's energy future gave the participant the chance to win tickets for 'Everyone' at the Salzburg Festival. A series of questions were presented by “Science Buster” Werner Gruber in a sequence of short videos, in which the appropriate video was played depending on the response of the lottery participant.
The combination of "physical" dialogue marketing and an online competition was successful. The conversion rate (number of lottery participants in relation to the number of juggling balls) exceeded expectations by about 30%. And the symbolism of the juggling balls perfectly communicated the message that (green) gas belongs in the group of renewable energy sources, together with the sun, wind and water.