The Challenge

Energy Saving Trust enlisted our help to coordinate an Energy Saving Advice campaign to support consumers with energy saving tips and financial advice around debt support and home improvement grants.

With a variety of stakeholders involved, we needed to ensure that everything ran as smoothly as possible. The service will provide advice on: energy advice, debt support, income maximisation, tariff switching, grants for large measures.

People struggling with energy debt and/or looking for energy saving advice. 

The Solution

Using TGI we recreated the client’s audience segments to understand their demographic profile, media insights and the scale of the task. With 82% of adults concerned with the cost-of-living and 42% struggling with energy bills, the audience was broad, but we also pinpointed 20% who were in-crisis with debt.

A multi-format OOH campaign was recommended to generate strong awareness and trust across the region, focusing on high impact, high dwell time and high indexing postcodes to reach the most vulnerable segments. Targeted response-driving digital ads ran across Social, Search and Google’s ‘Performance Max’ and display network to reach those with home energy saving intent, with separate comms targeting higher risk groups, ensuring we were visible to those most needing help. With public concern around energy debt growing, we also created some PR to share the client’s research insights.

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