Eneco’s corporate message was supported by making the program 100% energy-neutral in different, innovative ways, highlighted by in program leader-shots and interviews.

• Eneco solar panels were placed on the roof of the studio, complemented by an adjacent field of panels.

• Every day, another amateur cycling crew was invited to pedal as much wattage as possible.

By offering a different cycling crew their '15 minutes of fame' every day, riding in their own uniforms, Eneco extended its sponsorship. The scores were kept on an Eneco branded energy dashboard and the best performance was rewarded with an Eneco Tour VIP package.

On a product level, attention was called upon for the product proposition 'Zon & Zeker', by announcing a subsidy grant for solar panels directly after the start of the program.

Besides those in program moments, Eneco’s pay off was mentioned in billboards, break-bumpers and commercial promos.

TV program Tour du Jour:

• 100% energy-neutral daily live airing of a TV program is unique!

• During this program time-slot, RTL4 was market leader with a channel share of 16.2%

• Average of 575,000 viewers per episode; 224,000 online streams

Corporate message about sustainability

• Brand consideration +17% versus objective +10% (index 170!)

• Brand preference +13% versus objective +5% (index 260!)

Sponsorship cycling

• Sponsorship awareness Eneco +12% aided and +4% spontaneous.

• Among those interested in cycling, 62% found Eneco to be a fitting sponsor.

• Lots of free publicity (not quantified) generated, also by local participating cycling teams.