“Especially when dealing with complex topics such as the energy transition, it is crucial to reach relevant audiences in the right context and generate sustainable attention. The Europe-wide campaign with GumGum demonstrated how strongly attention and engagement increase when content is delivered at the right moment.”
(75% benchmark)
(1:15 benchmark)
(vs average campaign)
RWE, a leading energy company, partnered with its agency Essencemediacom Germany and GumGum to drive awareness of its renewable energy initiatives while ensuring its media strategy reflected its sustainability commitments. The challenge was not just to gain visibility but to achieve quality reach, attention that translates into real engagement and measurable on-site impact, while reducing the campaign’s carbon footprint.
GumGum activated its Mindset Graph™, an AI-driven framework connecting contextual relevance, attention, and creative performance to deliver quality reach for RWE. By aligning content, format, and sustainability measurement to connect with consumers while they were in the right mindset, the campaign was designed to progress from awareness to engagement, driving measurable results while maintaining a reduced carbon footprint.
Using GumGum’s mindset-based contextual intelligence, RWE’s message was aligned with high-quality, relevant content across Business, Finance, and Industry categories. This approach ensured ads reached users in the right mindset, creating meaningful awareness without relying on personal data. GumGum continuously optimized toward high-attention contextual environments, where RWE over-indexed for engagement and brand resonance.
A mix of high-impact Desktop and Mobile Skins brought the creative to life across Germany, the UK, the Netherlands, Italy, and Poland. This creative strategy paired visibility with effect, translating high viewability (91%) into strong attention (3.5s average) and deep engagement. In the Netherlands, Mobile Skins achieved a 1.32% CTR and 93.58% viewability, proving how awareness and attention drove meaningful user action. The campaign was also made carbon neutral, delivering both performance and sustainability in one execution.
The RWE campaign delivered measurable success across every stage of the engagement journey, from awareness to action. With high viewability ensuring visibility, attention time proving relevance, and exceptional time-on-site results confirming engagement, RWE achieved true quality reach, responsible, high-performing media that left a lasting impact.
(75% benchmark)
(1:15 benchmark)
(vs average campaign)
(above benchmark range of 0.90%–1.10%)
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