Company: Next9 Communications, Budapest, Hungary
Company Description: Next9 is a communication, PR, content and branding agency, a think-tank. It is a creative hub, where ideas are born to change consumer, partner, employer and employee habits, taking into account the challenges of the 21st century.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Financial Services & Investor Relations
 Nomination Title: Alteo-Sustainability Barometer – invest green!
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
1st April 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Alteo is a Hungarian-owned energy service and trading company. The scope of its business activities includes the production and trade of energy from renewable energy carriers and natural gas, as well as energy services and development customized to individual corporate needs. As a dynamically growing company committed to sustainability, ALTEO is constantly looking for investment and expansion opportunities, thereby increasing shareholder value in a sustainable fashion.
Alteo is constantly looking for proof-points that can help retail investors realize why investing in Alteo is not only a financially wise decision but a choice that leads to a more sustainable future.
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Retail investors aren’t professional investors, therefore might lack an in-depth knowledge about ESG investment and its prospects - we need to “translate” our messages to an easy-to-understand manner.
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Though there is an on-going, international energy crisis, sustainable energy sources are not widely common in Hungary. Sustainability is a hot topic, but our nation has not stepped on the road of actions yet. How can we authentically thematize sustainability and ESG investments in a way that leads to actual actions (investments)?
(1) Climate distress is hurting societies’ mental health – people are anxious about the consequences of environment pollution but it’s not easy to decide what’s the best way to help Earth. (2) ESG financial products are an amazing opportunity to make the first step towards a sustainable future as they provide financial benefits to retail investors while also enable Alteo to play big towards a better world.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 234 words used.
We should lead the discussion regarding sustainable energetics, sustainable living and financial choices – we need to educate the Hungarian society, create a discussion about a more sustainable future and showcase feasible opportunities of environmental protection to our potential investors (aka ESG investment).
We need to put the topic on agenda in a fashion that engages the not-so-sustainable Hungarian society. First, we need engage the general public, then apply a more targeted and tailor-made communication campaign that reaches our target audiences (existing and potential retail investors).
We developed a continuous storytelling agenda, and we designed the ever-first Hungarian Sustainability Barometer survey, in which we mapped out what Hungarians think of environmental protection, sustainability and how their attitude towards these topics shape their financial decisions.
Our ultimate goal was to raise awareness of Alteo financial performance, how ALTEO shapes the Hungarian energy sector, what ALTEO sustainable portfolio and ESG operation looks like, and to strengthen Alteo’s image as a “green energy supplier” and a “great ESG investment opportunity” among existing and potential retail investors.
Communication KPIs were challenging, because ALTEO is basically a B2B player (no direct connection to household or Hungarian inhabitants):
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 250 words used.
Everything we publish aimed to educate the nation. We develop a 3-month hype around our Barometer, two campaigns, covering the obligatory investor communication (Q1 results). We also covered the sustainable report to engage both the public. After the 3-month campaign, our storytelling was lengthened, focusing on the announcement of the newest portfolio member.
Kicked-off our campaigns with press communication (toolkit: press release, infographics and other data-visualization solutions, gifs, Barometer report, microsite). Lengthened our momentum with continuous SM and several long-form content: written and visual content creation, blog posts on our CEO blog with annual 250 000 visits, newsletters, and on-going media engagement. We also created content-heavy media co-operations in top-tier outlets (hvg.hu, portfolio.hu, Jazzy Radio, Körforgásban podcsast, G7 podcast). Launched a newsletter campaign to further engage our TA and collect leads and encourage the download of study. Also developed an internal communication pillar of our campaign (200 employees, 14 sites): newsletters and a special workshop.
Results: Doubled targets: 100+ media appearances, over 10million+ reach, LinkedIn organic reach sky-rocketed: 6000 appearances (outstanding in Hungary), Facebook: 300k organic, 640k paid reach, 4600 CT to Barometer microsite, 27k Barometer microsite visitors (target: 25k, Chikansplanet blog visitors: 7,5k, Earned invitation to the most prestigious conferences of Hungary, International media: Newsweek and Time Magazine reached out for interviews with Alteo’s GM, Stocks: great performance during&after our campaign - doubled in the last 8 months (during COVID and a struggling economy!), Portfolio.hu (leading financial Portal): Alteo is the best investment in Hungary.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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