Emerging from its parent company, Scanel International, the new renewables division – Scanel Green Energy – looked to make a noteworthy entrance into the market in early 2024. The Denmark-based electrical engineering firm was starting small but with strong experience and a trusted track record from each of its employees.

Recognizing the ambition and massive scale-up for renewable energy in the coming decade, Scanel first hired wind industry veteran, Torben Hvid Larsen, to lead the new company, then hired Engagement Lab to launch the brand and manage all related marketing and communications strategy and implementation.

• Depth Interviews: In order to gain rich insights, history, and context to support the brand launch, Engagement Lab conducted in-depth interviews with key internal stakeholders across the business. The wide-ranging conversations included topics such as values, positioning/USP, competition, SWOT, goals, and future ambition. The interviews were coded and analyzed for narrative patterns and emergent trends – all to provide a foundation on which to build a launch strategy, message house, and a unique position for the new brand.

• Strategic focus: Equipped with a solid foundation of experiential and behavioral insights, we built a launch plan centered around two main focal points: the 2024 WindEurope Bilbao Conference & Exhibition and a launch film to drive storytelling for the first phase of the company.

• Positioning and message development: Once the foundation and channel strategy for the launch were in place, Engagement Lab developed a comprehensive message house to drive consistent messaging across all channels. Within this guiding framework, we consider target groups such as employees, customers, and suppliers, delivering key messages and specific proof points tailored to each group.

• The highest LinkedIn post engagement in the history of Scanel International (6,997 views, 6.67% engagement rate)

• 3,791 launch video views on LinkedIn

• Exclusive breaking coverage from Renews

• 14 media pickups (8 English, 6 Danish)

• 1,278 engagements with WindEurope Bilbao digital content

• 20 noteworthy meetings in Bilbao with key customers and potential customers

• Booth presence, poster presentation, and three key messages delivered successfully in Bilbao, raising the profile of the new division