Scholz & Friends | Work | „Fühl ich einfach“

„Fühl ich einfach“

How we re-energized E Wie Einfach for Gen Z.

Kilowatts, meters, billing. For many young people, the topic of energy is not only complex and new, but also completely secondary. However, that changes instantly when they have a provider who makes their life around electricity simpler. In German, there is a slang word that describes when you like something: "Fühl ich". In English: "I feel that." And it's precisely this feeling of simplicity that we made the core of our campaign.

Client E WIE EINFACH
Agency Scholz & Friends Hamburg
Year 2025

One song. One artist. An authentic co-op.

To emotionally charge this feeling, we collaborated with one of the most promising up-and-coming German artists: Kasi. And in an authentic co-op, we used his music for our message. Kasi even played the campaign song in front of 25,000 spectators at Juicy Beats Festival. And the target group? They felt it.

Promise simplicity. Prove simplicity.

Subsequently, we proved our promise of simplicity with concrete benefits from E Wie Einfach. Across all relevant channels.

Finally, specific plans were advertised that also contributed to the theme of simplicity. Such as the monthly cancellable Flex plan, which offers maximum freedom. Or a plan that attracts the young target group with discounted AirPods 4.

This is how we were able to completely re-energize and communicate the topic of simplicity in electricity for Gen Z.

fühl

ich