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Senoko Energy

Background

Powering Singapore since 1977, Senoko Energy is the nation’s largest power generation company accounting for about 20 per cent of the nation’s electricity needs.

Globally, corporates are moving towards mandatory corporate climate-related disclosures not just in view of the existential threats of global warming, but for investor relations as well.

The Brief

A holistic brand campaign to incorporate the ESG framework into Senoko Energy’s DNA, setting the stage to meet the evolving needs of Senoko Energy’s customers

The Challenge

Overcome traditional silos for Senoko Energy, as a corporate, to lead by example

Establish a stronger brand name for Senoko Energy as an integrated sustainable energy service provider

The Solution

Concept

ABrandADay envisioned the sustainability plan as a master campaign – #TakeCharge and introduced three governing verticals – Collaboration, Solution and Innovation. This allowed Senoko Energy to continue rolling out independent campaigns while building incremental awareness for its new sustainability plan.

Targeted Marketing: Take Charge of Energy Change

Four smaller campaigns were launched. To set the groundwork, Senoko Energy established its first ESG initiatives, rallying internal stakeholders, trade partners and corporate clients to champion the big idea at a corporate level. This was followed by a virtual forum which connected businesses to thought leaders.

Targeted Marketing: Take Charge of Energy Change

Four smaller campaigns were launched. To set the groundwork, Senoko Energy established its first ESG initiatives, rallying internal stakeholders, trade partners and corporate clients to champion the big idea at a corporate level. This was followed by a virtual forum which connected businesses to thought leaders.

Mass Awareness: Take Charge of Everyday Actions

To trigger chain reactions nationwide, #CycleForChange was launched to engage the community – from internal to external stakeholders as well as businesses to consumers. The flagship event sought to convert cycling from a leisure activity to an everyday transport mode.

The call for positive lifestyle changes was taken further via the #TakeCharge TikTok Hashtag Challenge. Targeting Gen Z, a generation of advocates, Senoko Energy set a challenge to take charge of everyday choices for sustainability. Singaporeans responded with lifestyle content documenting their positive lifestyle changes to support the environmental cause. Branded jingle and the infinity hand sign are included as part of the requirements.

Scope Of Work

The Results

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Digital and Social Media reach
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Cyclists
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Partners
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Cars Taken Off The Road

46 Kim Yam Road, #04-09

The Herencia, Singapore 239351