ENBW Power Marketing

A company in Baden-Wurttemberg had brought on line a new geothermal power station, delivering electricity cleanly and quietly to the area. EnBw wanted to make everyone in the region aware of this power station. They decided to move beyond normal marketing thinking and enlisted the help of the newly emerging guerrilla marketing industry. They came up with a good idea, one that would be right in the face of the public. They made large white stickers for the ground and stuck onto it two round metal posts to make the whole thing look like a huge German power plug. On the sticker they wrote the slogan “Energy that doesn’t disappear. Geothermal Heat2. Aside from the couple of people with bad eyesight falling over them, the campaign certainly did what it set out to do. To me this is an acceptable use of the so-called guerrilla marketing industry. For the money spent it is arguable if any other advertising method could have achieved the same effect. The campaign itself was non- polluting and therefore contributing to a “green” environment. However, it could not be said to be non-invasive as the area of the “plug” was around a square metre.