To understand how interactive marketing fits into DCC Energi’s marketing strategy, we interviewed Jeanne Lindgaard Risager, who has been part of DCC Energi’s marketing team for almost four years.
About DCC Energi
DCC is a customer-focused energy partner and a leading seller, marketer, and distributor of multi-energy solutions. The company delivers secure, cleaner, and competitive energy to businesses and consumers across 12 countries.
Jeanne's role is cross-functional. She works closely with product managers, coordinates campaign execution, and collaborates internally with the team members responsible for building and launching interactive experiences in Scratcher.
“I do the marketing for a lot of our products. And because of that, I’ve done many of the campaigns in Scratcher.”
With constant acquisition pressure and multiple product lines to activate, the team needed a scalable way to drive both engagement and permissions — without adding operational complexity.
The challenge: standing out in a low-engagement category
Energy is not an impulse purchase. It’s rational, price-sensitive, and often commoditised.
Traditional tactics — newsletters, static landing pages, campaign banners — only go so far. DCC Energi needed:
- Higher engagement
- More permissions
- Better customer interaction
- Flexible tools that work across products
Interactive marketing became a strategic lever — not just a campaign add-on.
Expanding interactive campaigns beyond acquisition
When Jeanne joined, Scratcher was already available internally — but used sparingly. She saw an opportunity to expand its use.
“Before, it was more used to try to get new customers. I think it’s also very important to use interactive campaigns to please old customers.”
That shift reframed the purpose of interactive marketing at DCC Energi. It wasn’t just about generating leads. It became a way to:
- Activate existing customers
- Increase interaction frequency
- Strengthen loyalty
- Keep the brand top-of-mind
And the response was immediate.
“How many people participate is amazing. Some want to do it again and again.”
For an energy company, that level of voluntary engagement is significant.
Events: from passive booths to active conversations
DCC Energi also uses interactive marketing at trade shows and events. Instead of relying on brochures or giveaways alone, they integrate interactive formats directly into their booth experience.
“It has been a very easy way to start the conversation.”
The game becomes the opener. Visitors engage first — and conversations follow naturally.
According to Jeanne, this approach consistently generates:
- High lead volume
- Strong permission collection
- Increased booth activity
While not every lead is immediately sales-ready, the interaction creates valuable entry points for follow-up and nurturing.
Educating customers through interaction
Energy products often require explanation, and to support this, DCC Energi has used Scratcher for:
- Knowledge quizzes (e.g., about natural gas)
- Interactive product recommendation flows
- A newly launched heat pump calculator
The calculator allows customers to input home size, heating type, and property details — and receive tailored recommendations.
What stood out in the interview was execution speed.
“I asked my colleague yesterday to build the calculator. And today it was done.”
This agility allows DCC Energi to respond quickly to product needs, seasonal pushes, or market opportunities.
Integration into the marketing workflow
Interactive marketing at DCC Energi is not isolated. Campaigns are connected to:
- Newsletter flows
- CRM systems (Salesforce)
- Event follow-ups
- Product campaigns
For example, the latest Christmas calendar campaign successfully synced data with Salesforce, ensuring permissions and collected data could be activated across channels. This integration ensures interactive marketing is not just engagement — but usable data.
Strategic opportunity: retail fuel stations
DCC Energi also operates Shell fuel stations across Denmark. During the interview, Jeanne highlighted this as a major opportunity area.
“I think on-site activations would be a perfect place to do more permissions, leads and sales.”
With high daily foot traffic, fuel retail represents a powerful channel for:
- On-site activation
- Digital permission capture
- Loyalty-building campaigns
- Sponsor collaborations
The foundation is already there.
What changed with the new platform
Jeanne also emphasised the impact of the updated Scratcher platform.
“The new platform is much better. It’s easier and you can do a lot more things.”
Ease of use matters in a busy marketing environment — when tools are simple, campaign frequency increases, teams experiment more, and activation becomes habitual.
For DCC Energi’s 9-person team, interactive marketing has become a flexible tool that supports multiple business objectives, without slowing down execution.
Through our interview, one thing became clear: Interactive marketing at DCC Energi is not a one-off tactic.
It is used across:
- Loyalty activation
- Seasonal campaigns
- Events
- Education
- Product recommendation
- Permission growth
It helps DCC Energi transform necessary — but traditionally low-excitement — energy topics into interactive brand experiences.
And when customers interact, they don’t just consume content. They participate.
“It has been a very easy way to start the conversation at trade shows. The game becomes the opener — visitors engage first, and conversations follow naturally.” — Jeanne Lindgaard Risager, Marketing Consultant at DCC Energi
A breakthrough moment: the Christmas calendar
One campaign stood out during our conversation: the latest Christmas Calendar.
DCC Energi had run seasonal campaigns before, but this year the experience was different.
“This year it was very easy and smart. And we got a lot of permissions.”
The Christmas calendar became:
- A multi-day engagement driver
- A structured permission engine
- A loyalty activation moment
Instead of one promotional push, DCC Energi created daily interaction across the holiday period. The interactive Christmas Calendar generated strong reach, high engagement, and consistent participation throughout December obtaining:
- 142,859 impressions
- 108,862 interactions
- 76.2% interaction rate
- Total engagement time: 530h 40m 48s
A 76.2% interaction rate shows that the majority of visitors didn’t just view the campaign — they actively engaged with it.
With over 530 hours of total engagement time, the campaign captured meaningful attention from participants.
Results
- 142,859 impressions
- 108,862 interactions
- 76.2% interaction rate
