Hybrid employee activation to bring Alpiq’s new brand promise to life. Targeted at 1,200 employees across Europe to foster engagement, unity, and emotional connection to the brand.
Alpiq’s goal was to bring its new brand promise, “A Different Kind of Energy,” to life for 1,200 employees across Europe. The objective: foster unity, strengthen internal brand alignment, and create emotional connection to core values like diversity, appreciation, and commitment. Instead of communicating the message top-down, We invited employees to a three-act narrative, through avatars, storytelling, gamified challenges, and a culminating live event in Prague. Employees explored what truly drives energy at Alpiq and experienced firsthand that it’s not just wind, water, or sun, but people. After the event, employees were expected to carry this understanding into their daily work, collaborate across borders, and champion the brand from within. The experience planted a lasting sense of ownership, engagement, and pride, embedding the brand promise into the organization’s everyday energy.
Instead of launching a brand promise through presentations/guidelines, Alpiq turned it into a story. The creative concept: build a hybrid world, the Alpiqverse, where employees don’t just hear about values like diversity and commitment, but live them. Across 14 chapters, they created avatars, solved narrative-based challenges, and collected energy to restore a fictional world that mirrored their own. The innovation lay in blending digital storytelling, gamification, and a live city-wide event in Prague, where 800 participants physically stepped into the story. Brand characters Dora and Avo added emotional depth and humor, making abstract values relatable. The Alpiqverse became a narrative platform, a tool for engagement, and a digital space for cultural development. By fusing game mechanics, collective rituals, and employee-driven participation, the project transformed internal brand activation into a deeply human, story-based experience that resonated far beyond the event itself.
