back to thedrum.com
Proctor + Stevenson has used the following skills/services in the project.
The world is in a race against time to reduce carbon emissions and limit the devastating effects of climate change. And with the UK’s own zero carbon targets now enshrined in law, the whole nation is already making positive changes to the way they live, work and travel in a bid to be kinder to the environment.
Now, there’s an eco-friendly change the nation’s homeowners can introduce at home, too. By switching out their boiler for a Daikin Altherma heat pump, they can harness the power of renewable energy to supply their heating and hot water – without burning harmful fossil fuels.
Installing a heat pump can be a costly process – significantly more so than choosing a standard boiler. So, we needed to persuade UK homeowners to take the plunge and invest in technology that’s better for the future.
But that’s not all. The second part of our challenge was the hurdle of brand awareness. As a predominantly B2B brand, Daikin had near-zero consumer presence in the UK. Not only did we need to educate homeowners on a new technology and convince them to invest in something much more expensive than they were used to – we needed to make them familiar with and trusting of Daikin products, too.
Oh – and did we mention we had just three months to turn the entire project around in the midst of a global pandemic?
Our solution was to create a multi-step, multi-platform change crusade – creating something more reminiscent of a cultural movement than an ad campaign.
At the centre of everything was Daikin’s approach to low-carbon living, their commitment to lasting change and their range of products which met the need – we encapsulated all of it under a new sentiment: the Energy for Change.
Beginning with the creation of an overarching campaign messaging house which addressed all audiences including B2B, we distilled our messaging for a consumer audience. Our designers then applied colour and design theory to create recognisable emblems for the campaign, backed by stunning hero imagery.
We produced every piece of collateral you can think of when it comes to a consumer campaign: from a website, campaign landing pages, brochures, pricing guides and even designing graphics for their fleet vans and showcasing centres. We created ads for relevant national press, and included a rallying call to action throughout: kickstart your Energy for Change today.
To top it all off, we created a TV and radio ad, too, broadcasting the Energy for Change message to households across the nation.
In the first phase of the campaign (five months), the Energy for Change website attracted more than 216,000 visitors. The campaign has also achieved 13,382 goal completions, including 1,887 requests for an installer.
