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LAUNCHING A TRANSFORMATIVE NEW PRODUCT
● PRODUCT LAUNCH
● EXPERIENTIAL MARKETING
How a creative social campaign helped a renewable energy brand fight fuel poverty and captured national attention.
THE CHALLENGE
Fuel poverty affects millions of UK households, especially elderly residents during winter. Our challenge was to bring this issue into public conversation in a way that was relatable and shareable ahead of launching a new solar product that could make a tangible difference.
The idea was that the campaign would put the spotlight on the brand ahead of the product launch later that year.
IMMERSING OURSELVES INTO THE LOCAL COMMUNITY
We created a three-part video series using humour and heart to engage viewers emotionally. Well-known actors participated in playful winter challenges, each ending with a heartfelt message about the reality of winter energy costs for the elderly.
Every 100 likes and shares on Facebook & Instagram meant one more household would receive free energy.
THE STORY OF SUCCESS
~15K
SOCIAL
ENGAGEMENTS
47
NEW PRODUCT SIGN-UPS
~£110K
PROJECTED
NEW REVENUE
KEY LEARNINGS
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Experiential marketing was very impactful for a local campaign
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Local radio helped generate a buzz during the competition
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The impact of the campaign led to a huge spike in registrations for the new product
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Whilst the launch of this product was a success, the delivery and contractual side to the scheme was controversial, leading to widespread complaints to both the organisation and government