Business challenge

Enwyse, previously known as NieuweStroom, is repositioning itself with a distinctive idea: helping businesses become “energy-wise” in how they manage and use energy. In 2026, Enwyse plans to launch a major B2B communication campaign across channels, from banners to radio and online video, to introduce its new brand to the Belgian B2B energy market and build awareness. Together with strategic-creative agency deBottomline, two communication concepts were developed to bring this positioning to life. Before rolling out a large-scale campaign, they partnered with BUFFL to test and refine these concepts.

How we made the difference

To evaluate the concepts, BUFFL conducted a structured concept pre-test among Flemish SME decision-makers who influence or decide on energy contracts. The goal of the research was twofold: to identify which concept resonates best with the target audience and to uncover how the strongest concept could be further optimized before launch.

• A/B concept testing: respondents were randomly exposed to one of the two concepts, allowing for an in-depth evaluation of its attractiveness, uniqueness, and persuasive power.
• Qualitative exploration: through open-ended questions, respondents shared what they liked, disliked, and found distinctive about the concept. This helped uncover the reasoning behind their reactions and provided concrete input for improvement.

By combining structured metrics with qualitative feedback, the research provided both a clear directional signal and practical guidance for refinement.

What we learned

The results showed a clear difference between the concepts in terms of perceived attractiveness and uniqueness. One concept stood out as more distinctive and engaging for SME decision-makers. At the same time, the research revealed that even the stronger concept still had room to improve in terms of motivating respondents to actively explore the brand or consider switching energy providers. The qualitative feedback proved especially valuable in this regard. Respondents explained what made the concept stand out, but also highlighted elements that could be clarified or strengthened to increase its impact.

How we added value

The research gave Enwyse a clear, structured view of how both concepts resonated with SME decision-makers. Beyond identifying which concept performed strongest, the feedback also highlighted specific elements that could be refined to strengthen the campaign’s impact. This allowed Enwyse and their strategic-creative partner deBottomline to align on a concept direction with confidence, supported by real audience reactions.

Next steps

Based on the research findings, Enwyse and deBottomline selected one of the concepts as the foundation for the upcoming communication campaign. This concept will now be translated across all campaign touchpoints, from digital banners and online video to radio. It will ensure a consistent and distinctive brand message as Enwyse introduces its new positioning to the Belgian B2B market. By validating the concept early in the process, Enwyse ensured that the campaign is built on messaging that resonates with the businesses they aim to reach.

“We truly appreciated BUFFL's personal approach and expert advice. The timely survey results helped us define the right strategy for our very first media campaign.” - Evelien Leus, marketing manager @Enwyse