GOOD ENERGY: HAVE THE POWER TO POWER
AIM
Empower consumers to choose renewable energy solutions through Good Energy, fostering a sustainable future while increasing brand awareness and market share.
RATIONALE
The “Have the Power to Power” campaign enables consumers to select renewable energy options through Good Energy. This initiative allows consumers to generate their own energy, monitor usage, and send any excess back to the grid. Good Energy offers a comprehensive and secure solution that is 100% renewable.
The campaign will be purpose-driven, and formed through a partnership with Greenpeace, a globally recognized NGO. By communicating the importance and benefits of local renewable energy production and distribution, the collaboration will leverage equal exposure and distribution of visual content across both organizations’ websites and social media platforms. Additionally, Good Energy will donate to Greenpeace and utilize conventional media to enhance brand exposure through external channels.
BACKGROUND
The renewable energy sector is rapidly evolving, with significant growth anticipated in the coming years. However, many consumers remain unaware of Good Energy, a reliable and experienced energy provider that exclusively offers 100% renewable energy solutions.
THE PROBLEM
Despite the increasing demand for renewable energy, many consumers lack awareness of Good Energy and its unique offerings.
THE CHALLENGE
Energy Security Concerns: Consumers are increasingly worried about energy security and price fluctuations associated with renewable energy compared to traditional energy sources, especially in light of potential future energy crises.
Raising Awareness: While Good Energy provides multidimensional and sustainable solutions, there is a need to raise awareness and attract future customers to increase market share.
OPPORTUNITY
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Consumer Confidence: Instill confidence in consumers that Good Energy can protect them from future energy-related financial challenges by enabling them to generate their renewable energy sustainably.
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Ease of Transition: Demonstrate that transitioning to renewable energy is straightforward and beneficial in the long run, shielding consumers from future energy price fluctuations.
AUDIENCES
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Homeowners: Parents aged 35+ and working professionals residing in the UK, with an average household income, who own their properties and have the freedom to make alterations such as installing solar panels and heat pumps.
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Businesses: British businesses operating in the UK, including local organizations, public sector entities, and transportation companies seeking to transition to renewable energy solutions.
Visual Campaign
Copywriting Campaign
Hijack Campaign
