Based on insights into the market, consumers, culture, and EWII, EssenceMediacom developed a tagline aimed at providing direction for the brand and serving as a headline for who EWII is and what consumers can expect. Drawing from a complex market, life's many worries, an increased need for security, and EWII's desire to be approachable, EssenceMediacom crafted the central idea and communication strategy: "There’s enough in life that causes tension, so choose an energy company that won’t add more. EWII – Energy without too much tension."
With the tagline as a foundation, the brand universe was created. Focusing on the benefits of choosing EWII, an energy company that prioritizes both its customers' needs and the green transition, the message conveyed was that EWII helps reduce consumer worries. Instead of competing for attention in the climate agenda, EssenceMediacom opted to use quirky humor as a tool. Classic exaggeration and dramatization of EWII's advantages were intended to add an edge and help the brand stand out from competitors.
The campaign delivery included a main film set in a caricatured wellness environment, humorously portraying EWII characters treating customers in their own stress-relief universe. In addition to the main film, different versions were created with media strengths in mind, ensuring the campaign reached a broad audience.
