Prime plays with future of Swiss electricity12.10.2009
The game “The Future of Electricity” – Power Play for Bright Minds,” designed by Prime, has recently been launched online as a core element of the national awareness campaign titled “The Future of Electricity,” conducted by the Association of Swiss Electricity Companies.
The online game “The Future of Electricity – Power Play for Bright Minds” is part of the identically named campaign carried out by the Association of Swiss Electricity Companies (ASEC, VSE, AES) and can be played via the website at www.stromzukunft.ch. (in French at: www.avenirelectricite.ch; in Italian at: www.futuroelettricita.ch) The game is a mix of simulation and strategy play, enabling the user to experiment with the theme “the role of electricity in everyday life” in an entertaining way. Besides its playful character and extraordinary visual performance in pixel design, the game also aspires to raise public awareness regarding the correlations between electricity consumption, CO2 emissions and modern lifestyles.
Who can best help granny Leni Moser?
The game’s scenario is based on the residents of a multi-family housing complex in Switzerland, including the architecture firm Kübler Ltd., granny Leni Moser, the Roselli family, a communal flat, as well as other residents. All the tenants have idiosyncrasies, preferences and hobbies. For example, Tom Neumann is a music freak and places significant value on a high-performance sound system. In their day-to-day lives, the residents of this building are confronted with numerous energy-related issues: Which model of television should we buy? What would be the benefits of an air conditioning system? How should we commute to work – with the car or public transportation? The user acts as “energy coach” and is responsible for all the people as well as building technology. Each impending decision not only takes into close consideration the relevant electricity consumption, CO2 emissions and household budgets, but also takes into account the satisfaction of the residents. Players realise the extent of their success in terms of bringing their own “energy strategy” in line with the needs of the residents by means of a final score at the end of a five-minute round. The website also features an accompanying contest where contestants can win an electric scooter, among other prizes. The drawing takes place in mid-December 2009.
“The Future of Electricity” is aimed at a younger target audience, with new tone
“With the online game, ASEC aims to highlight the future of electricity theme in an easygoing and playful way, therefore intentionally appealing to a younger target audience as well,” according to Dorothea Tiefenauer, Head of Communications and Human Resources at ASEC. “The Future of Electricity” campaign is underpinned by the various members of ASEC, totalling more than 400 Swiss electrical utility companies. The campaign is designed for the long term and comprises advertising and website, in addition to a series of publications, events and other communications tools for the association members. Prime also developed a unique online banner for the game marketing, which is currently on display on numerous portals.
Prime employs 30 experts in the fields of public relations, advertising, brand identity and corporate publishing. Since the company was founded more than 13 years ago, Prime has successfully focussed on an interdisciplinary approach for developing client-specific communications solutions.
Client: Association of Swiss Electricity Companies (ASEC, VSE, AES), Head of Communications and Human Resources – Dorothea Tiefenauer;
Agency: Prime Communications AG, Zurich. Strategy: Philipp Metzler (PR), Andreas Sedmak (Marketing Communications); Creative Director: Basil Hangarter; Art Director: Sven Christinger; DTP: Erwin Lötscher; Consultation: Jessica Walther, Sandra Jerczyinski.
Partner: Liip, ala webstatt, spoiled milk (Game), nemuk (Online Advertising), the Generation Media (Media)
Contact for media enquiries:
Philipp Metzler, Group Account Director, Direct dial telephone +41 44 287 36 25, E-Mail
