Awards Finalist (2026)
Kraken: Empowering Energy Consumers
Brand:
Kraken
Entered by:
Economist Enterprise
Credits:
Category:
Brand & Media Owner Partnership (Over €1m)
Rather than treating the shift to cleaner power purely as an infrastructure, policy or technology challenge, the programme explored how people think about, use and trust energy – and how attitudes are changing. Our solution was rooted in the independent research and analytical rigour of Economist Enterprise, while reflecting Kraken’s belief that a smarter, consumer-centred energy system is essential to the next phase of the transition.
At its centre was the Empowering Energy Consumers Barometer, a survey of 10,035 people across ten major economies. The survey findings were supplemented by an advisory board, expert interviews and extensive literature review, providing a global view of the tensions between energy security, affordability and sustainability through the experiences of everyday consumers.
The dataset was translated into formats designed for a senior policy and business audience. A comprehensive whitepaper delivered the rigorous analysis decision-makers expect from Economist Enterprise, while a digital hub and interactive tool allowed users to explore the findings in-depth.
The partnership was designed to evolve, with findings from the first iteration informing a refreshed barometer in phase two, which focused more sharply on institutional trust and affordability. In 2026, dedicated country profiles for markets including the United States, Germany and Japan showed how perceptions vary across local economic and social contexts.
Our solution connected global insight to local relevance. Recognising that the US, a key market for Kraken, was at an inflection point, phase one included a branded scrollytell article involving a case study exploring how utilities are working with communities to reshape Texas’s energy future.
In phase two, a cutting-edge 3D interactive article took audiences through a US town, revealing critical grid vulnerabilities alongside emerging solutions such as virtual power plants and load shifting. Alongside the barometer, these articles positioned Kraken within a timely conversation about resilience, affordability and the future of the grid.
Through original research, data-led storytelling, local market insight and immersive formats, Empowering Energy Consumers gave leaders fresh evidence on the energy trilemma, while positioning Kraken as a catalyst for a more intelligent, collaborative and consumer-led energy future.
By combining the independent research and editorial integrity of Economist Enterprise with Kraken’s vision for a smarter energy system, it showed the next phase of the energy transition will depend not only on physical infrastructure, but on consumer trust and behavioural change.
Media/Content Amplification Solution
Our challenge was to bring a historically behind-the-scenes brand into the foreground with the decision makers shaping the future of energy. To do this, we built an amplification strategy around trusted environments, contextual relevance and high-value audiences.
Senior-level dialogue: Amplification began with an invitation only conference for a highly targeted audience of senior division makers. Here, Economist Enterprise experts presented key findings and convened conversation on how utilities can stay ahead of disruption as regulation, technology and climate change reshape the industry. This gave the campaign a powerful starting point: using the research as a catalyst for valuable direct engagement and candid conversation with the very audience Kraken wanted to reach.
Maximising awareness: To generate immediate visibility, we used high-impact takeovers across The Economist homepage, and the Science & Technology and Business & Finance sections – putting the Empowering Energy Consumers programme front of mind in the editorial environments influential audiences turn to daily.
Driving deeper engagement: Knowing decision makers regularly engage with The Economist newsletters and podcasts, we used these channels to reach them in habitual, high-attention moments. Sponsorship of The Bottom Line, The Economist’s business and finance newsletter, provided a direct route into the inboxes of senior audiences while The Intelligence podcast extended the campaign into an audio environment reaching listeners during moments of deep engagement and attention.
Connecting print to digital: Full-page advertorial and a Kraken coverwrap edition of The Economist was timed to coincide with launch, setting the context for the research and reinforcing Kraken’s role in the energy transition. QR codes created a direct bridge from print to the digital hub, encouraging readers to explore the research.
Reaching priority audiences and markets: Targeted placements across Economist.com enabled us to reach decision-makers within trusted editorial environments, combining the scale of The Economist’s ecosystem with precision and relevance. This was complemented by targeted paid social, which acted as a further amplification engine. Meta delivered volume, while LinkedIn enabled more precise engagement with senior stakeholders, including heads of function and policy advisers. Activity was further refined by geography, prioritising key markets including the United States and Germany.
Organic: Amplification through Economist Enterprise’s Perspectives newsletter and social sustained visibility and provided additional credibility beyond the paid promotion.
Results
Phase one focused on building authority through a branded article and mini series. Phase two scaled the campaign into a global influence platform centred around the Energy Empowerment Barometer, a whitepaper and immersive 3D experience.
The campaign generated strong earned media, with a total combined audience reach potential of over 340,000. Coverage appeared in Utility Dive, PV Magazine, United Power Partners, National Sustainability News, Callaway Climate Insights and BusinessGreen.
By reframing the energy transition as a human challenge rooted in trust, confidence and accessibility, Empowering Energy Consumers elevated Kraken from an energy technology provider to trusted leader in the transition to clean energy.
