SPARK | RWE/Innogy Testimonial Research & Negotiations
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RWE/Innogy Testimonial Research & Negotiations

About RWE International SE (innogy)

RWE International SE (innogy) is one of the leading European energy companies. With its three business areas of Renewables, Grid & Infrastructure as well as Retail, it addresses the requirements of a modern, decarbonised, decentralised and digital energy world. The focus of RWE International SE (innogy)’s activities is on offering existing and potential customers innovative and sustainable products
and services which enable them to use energy more efficiently and improve their quality of life.4-03_logo_innogy

The key markets are Germany, the United Kingdom, the Netherlands, Belgium and several countries in Central Eastern and South Eastern Europe, especially the Czech Republic, Hungary and Poland. In renewable power generation, the company is also active in other regions, e.g. Spain and Italy. The new subsidiary of RWE AG started operations on 1 April 2016. On 29 June 2016, the name of the European stock company was announced: innogy. The new name took formal effect as of September 2016, at which time the company as well as its products and services were gradually rebranded.

The innogy brand name is a symbiosis of the terms innovation, energy and technology.

Spark was asked by Scholz & Friends Berlin and RWE to research personalities that had at some stage in their life an interesting career change. RWE’s agency Scholz & Friends Berlin created exclusive video portraits that captured the successful career change. The videos formed the basis for RWE’s rebranding campaign to introduce Innogy to consumers.

RWE ran a campaign on TV and social media for a fortnight that asked the viewers what they would do with their lives if they could start out again? The campaign featured German hip hop star Samy DeLuxe as the voiceover artist but didn’t carry any branding of RWE or Innogy. Viewers were asked to use the hashtag #RESTART when posting their thoughts and ideas on social media. There was also a non-branded website where people could find restart stories of 5 well known personalities and also of some more ordinary members of the public.

The personalities used for the campaign included

Sir Tim Smit – from music executive and songwriter to eco visionary with the world renowned Eden Project and the Lost Gardens of Heligan.

The BossHoss – from office workers to hugely successful music act

Wotan Wilke Moehring – from punk to acclaimed actor

Reiner Meutsch – from travel entrepreneur to flying ‘angel’

Sarah Wiener – from celebrity chef to organic farmer

Spark also negotiated the fees and agreements on behalf of RWE/Innogy. Spark also researched and cleared additional footage and photographs and negotiated the buyout for Sammy Deluxe doing voice over for the teaser film.