Creative Business Transformation > Business Design & Operations
OGILVY COLOMBIA, Bogota / KINGO / 2020
Awards:
Overview
Credits
Why is this work relevant for Creative Business Transformation?
Introducing Kingo: a tech company that is unlocking access to solar energy worldwide. Kingo´s innovative service model allows users to purchase electricity without the need to buy or maintain equipment, and at half the cost of candles and kerosene. Much like buying a candle, Kingo sells prepaid energy at any corner store, delivering it through unique energy codes that only match the Kingo system. This technology does not need Internet connectivity, allowing it to reach the most marginalized populations, including those who lack access to both electricity and cell phone coverage (50% of the population off-grid).
Background
There are more than 1.2 billion people around the world that live in the dark, without access to electricity, making them the poorest people on earth. These people live in some of the most remote locations of the planet, making it impossible for the traditional energy companies to reach them. Even as solar power is becoming more and more affordable, ironically enough, this 17% of the world’s population pays for the most expensive energy substitutes (candles/kerosene/diesel), which are not only dangerous and expensive, but are also significantly limiting their development.
If the sun shines for all of us, why can´t we all benefit from it?
Strategy & Process
Kingo´s strategy aimed to reach three main target groups, as follows:
• Potential investors in the company
• Potential strategic partners for the company
• Local, regional and international media.
At the same time, it sought to generate interest among the general population in order to maximize its impact and scale globally.
Given its disruptive technology and service model, Kingo was able to attract one of the most relevant environmental activists in the world, Leonardo DiCaprio who, besides investing in the company, also became Brand Ambassador and Advisor. The strategy was designed to revolve around this powerful influencer, seeking to leverage his credibility on sustainability matters, as well as his popularity as global celebrity.
With this, Kingo would be able to reach unprecedented levels of awareness, to bring more energy to people who can´t afford it and, thus, to revolutionize the energy sector worldwide.
Experience & Implementation
Once Leonardo DiCaprio had been confirmed as an investor in the company, he was elected Brand Ambassador and Advisor. Through Leonardo DiCaprio´s public announcement of his involvement in Kingo, many local, regional and international media immediately featured and spread the news on their Webpages and social media profiles. Through this, Kingo was able to effectively reach millions of people worldwide.
Kingo´s innovative technology and service model is allowing it to pioneer the fight against energy poverty and to empower the future of many marginalized communities, while creating the largest clean energy user base in history.
Business Results & Impact
Kingo´s innovative technology and service model attracted one of the most relevant environmental activists in the world, Leonardo DiCaprio. Being featured in more than 50 media outlets worldwide, including Mashable and Fast Company, has allowed Kingo to reach +200M people, as well as to obtain +$1.5M in AdValue.
The company has experienced dramatic growth in the last months, increasing sales in 120% and Website/Facebook followers in 320%, while reducing the amount of Carbon emissions by 32M tones.
Through the traction generated to date, Kingo has raised capital from the largest utility in the world (Engie), the largest utility in LatAm, and two of the largest banks in Europe. Kingo has been invited to participate in Xprize, a high-profile competition that seeks radical breakthroughs to some of humanity´s biggest challenges. More importantly, Kingo has created a scalable global solution to positively impact climate change and improve the future of planet earth.
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