Situation Analysis
In 2025, the Estonian electricity market underwent major changes. The disconnection from the Russian grid and synchronisation with the Continental European frequency area brought new costs and uncertainty for consumers, and the market was widely perceived as complex and unfair.
Electricity is seen as a service no one really wants to buy, yet everyone must. Pricing is unclear and green energy is often perceived as expensive and or unstable. Sunly’s market entry disrupted this perception and challenged existing myths.
Campaign Objectives
- Successfully launch a new and largely unknown brand as a household electricity provider.
- Position Sunly as a provider of 100% green energy.
- Rapidly grow the customer base.
- Establish Sunly as a clear and trustworthy expert in the electricity market.
- Break the perception that green energy is expensive and complicated.
Messaging and Communication Strategy
- The campaign was built in three phases, moving from awareness to clear positioning and then to customer acquisition. All phases were tied together by two core messages: Sunly offers the most affordable electricity in the green category and electricity does not have to be complicated.
- We used an integrated approach combining earned, paid, shared and owned media. This allowed us to build awareness, support sales and maintain consistent messaging across channels.
- We stood out from competitors through a bold visual language and a vibrant tone, helping to make a complex and often dull topic more visible and engaging. Messaging also responded to current events to keep the campaign relevant and timely.
- The campaign was managed flexibly and based on data. After each wave, we analysed which channels, messages and visuals performed best and adjusted the next steps accordingly.
- Execution also followed sustainability principles, prioritising digital channels and using mainly digital screens in outdoor media. This ensured that the campaign format aligned with Sunly’s identity as a green energy provider.
Results
- The ambitious customer acquisition target for 2025 was achieved.
- The campaign generated a total of 59 media mentions.
- Digital advertising reached over 4 million impressions.
- The customer base grew month by month, with the biggest increase in July, when growth reached 850% compared to the previous month.
- Sunly established itself as an affordable 100% green energy provider and helped break the perception that green energy is expensive and complex.