Company: ACEN RES
Company Description: ACEN Renewable Energy Solutions (ACEN RES) is the retail unit of ACEN, an Ayala Company. It is a licensed retail electricity supplier and renewable energy solutions provider powering businesses and industries through the Retail Competition and Open Access (RCOA) and the Green Energy Option Program (GEOP).
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: New Product or Service Introduction of the Year
 Nomination Title: ACEN RES Introductory Campaign: Fireflies
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 17, 2022 - November 30, 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 171 words used.
ACEN Renewable Energy Solutions (ACEN RES) is the retail electricity unit of ACEN CORPORATION, an Ayala company aspiring to be the largest listed renewable energy platform in Southeast Asia. From 2023 onwards, it has the largest capacity for renewable energy from published sources of the Department of Energy (DOE).
Last July 2022, the Company officially changed its name from AC Energy to ACEN CORPORATION, signifying its transition from an accelerator business to a core business driver of the Ayala Group, and thus joining the ranks of established Ayala brands like BPI, Globe, and Ayala Land.
Aligned with these rebranding efforts is the vision to re-introduce its retail arm, ACEN RES, and position it as a challenger in the retail energy space which holds the best vision in renewable energy.
Given this context, the main task was to introduce ACEN RES to the target market and build brand awareness, preference, and affinity; given the challenging context of an open retail market where major players in the energy industry are also expanding to.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
Through a competitive scan of the market, ACEN RES analyzed the positioning of major local and international energy brands and noted that most of these brands encouraged consumer response by focusing on the negatives (i.e., what would happen if you don’t contribute to preventing climate change), prodding action by igniting fear, while marketing their products as the best alternative.
ACEN RES conducted a third-party agency-led customer research to unearth insights on how best to approach its target customers: entrepreneurs and business leaders, who it turns out, are already “woke” on climate change and have the desire to make decisions to preserve the planet.
[REDACTED FOR PUBLICATION]
Thus, the main message: “ACEN RES leads an energy revolution, offering renewable energy solutions tailor-fitted to businesses. We empower businesses to ignite change and invite businesses to be join us in this movement that preserves our planet while providing business value.”
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
Fireflies aimed to build awareness, affinity, and loyalty for ACEN RES. In a 6-week campaign, Fireflies reached a total of 15 million people (75% of target). [REDACTED FOR PUBLICATION]
[REDACTED FOR PUBLICATION]
Overall, Fireflies successfully drove awareness, preference, and loyalty within the target market. [REDACTED FOR PUBLICATION]
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 11 words used.
Note: Please see attached PDF file for the materials and documentation
| Attachments/Videos/Links: |
|---|
|
