THE FULL STORY

Many people are concerned about trying to incorporate more sustainable practices into their lives, but navigating through the many different green technology options, installations and government subsidies can be a huge barrier to entry. Clean energy brand Egg set out to change this, supplying in-home EV chargers to families across the country for a single monthly charge, and offering clean solar energy capabilities for individual households through solar panel installation. In the last 5 years, the move to electric vehicles has seen significant acceleration, but installing an at home charger can be complicated for homeowners. Through their monthly subscription, Egg has made home charging easy and accessible – and they asked us to get the message out to the UK public. As the first ever subscription charging model in the UK market, launch activities were centred around a combination of education and inspiration, driving customer awareness and reducing the lead time from consideration to purchase. We built an integrated brand launch plan with performance driving assets at the heart, drafting initial tagines and concepts, developing promotional films, running Out Of Home (OOH) media and performance campaigns and handling PR for the launch. Storytelling approach We wanted to harness the idea of the power of possibility – the way that kids believe that anything is possible – to give the feeling that if we put our minds to it then great things, great changes are possible. The first stage was conceptualising a tagline – “We’ve Cracked It” – which created the basis for the look and feel of the creative campaigns and the company’s website URL, crackingenergy.com. This underlined the overarching theme that we can crack big challenges like adopting green energy by collaborating and believing that change is possible. Next was developing the promotional film to be shown on video on demand channels, backed up by performance marketing activities including paid search, social media advertising and OOH media campaigns that ran in key demographic areas. We filmed real families and used real home video footage in the campaign to ensure a real emotional connection with the message. These launch activities created a lot of buzz around the brand and created a major increase in customer awareness. Our OOH campaign alone drove an over 20% increase in brand search, and we delivered over 100 pieces of press coverage in both trade and consumer press, including The Guardian, The Sunday Times, Daily Express, Autocar and House Beautiful in just two months.