eprimo was developed for the southern Hessian energy provider ÜWG by the Frankfurt advertising agency herr schmidt with the aim of using the brand to sell and market electricity and later also gas tariffs nationally.Electricity is the classic “low-interest” commodity product - completely interchangeable. There is no product differentiation whatsoever. In contrast to other commodities such as chemical products or precious metals, electricity has no product sensory properties whatsoever. It cannot be tasted, seen, smelled or felt.What does not offer a platform for communication on the one hand, creates the space for purely creative brand development. The deliberately simple brand identity symbolized “simplicity, a low price and an easy change of provider.The developed brand look in combination with easy-to-remember rhymes created a clear offer and a high level of brand differentiation. The brand was thus emotionalized even more and became firmly anchored in the consumer's relevant set. The sales harvest was then reaped with local campaigns in the individual regions.The number of eprimo customers has thus increased tenfold in the years in which hrr schmidt has built up and managed the brand, from 60,000 in 2007 to over 600,000 in 2015. And this with the lowest CPO (cost per order) of all nuclear power providers. (Sources: Customer Barometer and S&P)In 2015, this success attracted the attention of minority shareholder RWE, which was not unaware of its subsidiary's success and increased its stake in eprimo to 100% and integrated the brand into the RWE Group.
