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How a fossil fuel supplier is stepping up to accelerate the global energy transition

Bijgewerkt op: 8 nov

Launching a customer-centric campaign with a green touch

Osprey Energy designs, blends, and sells fossil fuels for the international transport industry, including the maritime sector. As an energy trader, they serve a diverse group of clients, from the marine industry to large shipping companies, and from power plants to mining companies. Yet, this company was determined to make a significant contribution to the energy transition by focusing on cleaner biofuels.

An admirable goal, but not an easy sell. Most of Osprey Energy’s clients weren’t ready to move to cleaner fuels yet because they were more expensive than diesels. On top of that, the entire leadership team agreed that keeping customers happy (customer intimacy) was more important than focusing on sustainability. This balancing act made it hard to fully embrace a ‘green’ message.

After consulting with Joost Zuiddam, the CEO, we decided to start by defining the brand identity. By clearly defining the company’s beliefs, promises, values, and personality, we could figure out how to position Osprey Energy in the market.

We summed up their core belief like this: Every transporter wants what's best for both the planet and their wallet. The promise, which was key for the brand's positioning, became: The smartest way to get from A to B.

The promise underlined that Osprey Energy offers the smartest advice for your wallet (the most lucrative deals, fuels, financial solutions and local suppliers) as well as the smartest advice for a better environment (a whole range of green biofuels delivered at the right place at the right time).

From this, we came up with a unique and memorable slogan to drive all communications:

Don’t waste your energy.

In other words, there’s no reason to manage your fleet’s fuel yourself, as Osprey Energy does it best. They know the market, get the best rates, offer favorable financing, and partner with the most reliable local suppliers in every corner of the world. That’s tough to beat.

It's hard to sell a negatively phrased slogan to any client, but the entire leadership team fully embraced the slogan and the idea behind it. What also helped was that the slogan can be taken literally, encouraging people to be more mindful of their energy use in general.

We then designed a new website and developed copy and artwork for both on- and offline materials. The new logo design turned the "O" into a visor, aiming at the smartest solutions for different target groups.

We also tailored a tongue-in-cheek tone-of-voice that captured the entrepreneurial, no-nonsense spirit of the company. It set Osprey Energy apart from their competitors and was well received by their diverse clients and target audiences.