Company: ACEN RES, Makati, Philippines
Company Description: ACEN Renewable Energy Solutions (ACEN RES) is the retail electricity unit of ACEN CORPORATION, part of the Ayala conglomerate, known as a pillar of nation-building and for its innovative strategies. One of its innovations in recent years is the focus on renewable energy, and in 2023, it has built up the largest capacity of renewable energy.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Business-to-Business
 Nomination Title: ACEN RES: Leveraging the Power of Phygital (physical and digital) Connections with B2B Target Audiences
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this brand experience campaign or program was launched:
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- 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 brand experience 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 241 words used.
ACEN CORPORATION is the energy company of the Ayala group, the largest and oldest conglomerate in the Philippines with businesses in the real estate, banking, telecommunications, and power industries. ACEN was established in 2011 to help address the ever-growing demand for power in the developing country. When it started, ACEN’s portfolio was predominantly thermal energy with only six percent renewables capacity. However, 2016 was an inflection point for the company when it realized an opportunity to dominate the renewables market in the country. It increased its renewables capacity significantly while divesting from its thermal assets. Today, RE makes up 99 percent of ACEN’s overall capacity, making it the largest in terms of new renewables capacity in the Philippines. It is also on track to achieving its target of 100% RE capacity by 2025.
This pivotal move catapulted ACEN from a startup company into one of the four core value drivers of the Ayala group.
Capitalizing on the government's push for renewable energy and the Green Energy Option Program (GEOP), ACEN relaunched its retail arm in 2022 as ACEN Renewable Energy Solutions (ACEN RES). ACEN RES aims to bridge the gap by demonstrating how renewable energy benefits Philippine businesses, becoming a trusted partner in their renewable energy transition. [REDACTED FOR PUBLICATION]
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the brand experience campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
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ACEN RES [REDACTED FOR PUBLICATION] focused on renewable energy's positive aspects and advocating its “why”—to be “a force for nature” and “to power your dreams, your work, your life -- for a sustainable future.”
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- 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 brand experience campaign or program since the beginning of 2022. Even if your initiative started before 2010, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 227 words used.
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- 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):
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