Vestas and Vertic Triumph at Internationalist Awards

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Wind turbine manufacturer Vestas Wind Systems A/S and digital agency Vertic win Gold for “Energy Transparency”

Vestas and Vertic are today celebrating a Gold Internationalist Award for Innovation in Media for the global campaign ‘Energy Transparency’, Award entries were judged for breakthrough communications thinking, tactical elements for solving marketing problems through a digital strategy, demonstrating sustained cross-cultural understanding of marketing issues, providing solutions worthy of world class standards and end results. The Internationalist has become a trusted source for international best practices in advertising and marketing, and is dedicated to the business needs and challenges of international marketing professionals as they participate in multinational branding and campaign building. Other brands awarded alongside Vestas included Coca Cola, Dell, Canon, HP, Samsung, Wyeth, Mastercard and Oracle.

Commenting on the award, Morten Albaek, Global SVP for MarCom & Customer Insight in Vestas, said, “In 2011 we saw a significant switch in our strategy as we created a dialogue with corporations to highlight that we see them as a vital part of the solution –not the problem – to help change the energy mix of the world towards more renewable energy. The significance of this approach necessitated an agency that could understand and align with our strategy, and that would successfully execute against the ambitious target of reaching these corporations. Vertic’s innovative approach of using Linkedin resonated as part of our approach and we are delighted that this campaign has been recognized by such a prestigious group as the Internationalist.”

Preceding the “Energy Transparency” campaign, Vestas had developed two unique studies, commissioned with Bloomberg and TNS Gallup, on brands’ energy consumption and consumers’ preferences for brands with a green profile. Findings had confirmed consumers’ willingness to pay more for products produced with renewables. Thus Vestas chose to approach these corporations with the relevant business case and value proposition in relation to an increased investment in wind energy.

It was a one of a kind approach driven by an innovative and never seen before Linkedin campaign. The campaign utilized banners that were created with personalized messaging, targeting over 600 top executives and more than 419,000 employees in 50 of the world’s most recognized global brands. Upon clicking the user was directed to a unique interactive campaign platform that dynamically incorporated users’ information from Linkedin to create a truly personalized interactive experience with customized content. The platform introduced a number of engaging and informative interactive tools that provided the user with an understanding of their company and other leading brands utilization of renewable energy.

The site makes use of responsive design to ensure compatibility and usability on desktop, tablet and mobile devices, whilst collating studies’ data from one data source.

In addition, the campaign also included customized covers, letters, and inserts in Bloomberg Businessweek directed at the +600 top executives at global brands and key opinion leaders, inviting them to directly invest in wind energy and enjoy the financial and brand-building efforts this would enable.

Sebastian Jespersen, CEO of Vertic, added, "It is wonderful for Vestas and Vertic to win this award. Vestas’ recognized from the beginning that dialogue with C-level executives from Fortune 1000 companies required a personalized message and value proposition. We developed a platform that would be able to dynamically customize the communication and thus increase conversion rates of the executives’ response. The KPIs reached were testimony to the ambition of the larger target at hand: bringing a message to corporations of a market ready to support renewable energy, powered by Wind, powered by Vestas.”

About Vestas A/S:

Vestas is the world's leading supplier of modern wind energy solutions. Every day, we continue our inexhaustible dedication and passion towards the advancement and development of wind technology around the globe. Currently, Vestas has installed more than 46,000 turbines in 69 countries, and employs more than 20,000 people around the world.

For information regarding "Energy Transparency", Vestas or their related technologies, please contact Morten Kamp in Vestas Wind Systems A/S at mokjo(at)vestas(dot)com.

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About Vertic:

Vertic is a global independent digital ad agency. Our award-winning solutions are based on our ability to blend the core competencies of strategy, story-telling, creativity, interaction-design, and in-depth understanding of content creation, in the pursuit of tangible business results.

Vertic’s mission is to help industry leaders apply interactive solutions to build their brands and create great customer experiences across the entire digital channel.

Founded in 2002, Vertic is represented in Copenhagen, New York and Singapore. Our passion is creating 360 multi-channel solutions that generate demand for our client’s brand.

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Laurence Lipworth
Vertic Inc
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