Health sector workers in the UK. 70% of our audience is female.
Specifically for this campaign, we are looking to target household bill payers (those responsible for the utilities in their household).
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This campaign is focused around getting our members to switch their energy provider via our switching partner. This involves switching their electricity and/or gas provider.
The campaign is made up of two parts, the sign up period and the switching period, these 2 parts will influence the call the actions and possibly the themes. The sign up period is the first part of the campaign and is focused on getting members sign up to our NHS Energy Club and in the mind set of checking their current tariffs and warmed up to switching once the deals become available. With the aim of informing our members of the switching process and being educational.
The second part is when the switching period starts and our audience will be able to change their energy provider and/or tariff.
Overall, we want to encourage our members to sign up and switch with us. The process involved in this is filling out a form giving some personal details.
The key message we want to convey is: Switching is quick and easy and could save you lots of money.
To convey this message, we want a clean and clear design. This topic could be seen as dull/boring so we want to make it exciting and intriguing.
We want to approach the messaging from an angle that helps the audience see switching energy from a different perspective. Some of our audience may be confused as to what energy switching is, how to do it or why they should do it. We need to show them that switching energy is not complicated and it's going to help save you money. We could do this by using an emotive image/message that helps the audience relate to switching their energy provider in order to save money. We are happy for the designers to help illustrate this message or for them to develop this idea and/or put their own spin/angle on it. We are looking for a hard-hitting, thought-provoking image-lead concept. Similar to the neuro-marketing images attached.
An idea could be to have two different images conveying different people or families. The first image shows the person or family who has switched energy and saved money, the second shows the person or family who haven’t and have potentially wasted money on more expensive energy and therefore miss out on fun activities, etc.
The copy could say:
Kate switched and saved £304*
Jenny didn’t switch
Don’t be like Jenny.
For example, an image split, with one group of girls dressed up enjoying a day/night out, the other image showing a girl, in the rain, waiting for a bus.
Sub-copy: (not all copy has to be used in the banner but it is there to support you with your design).
• New cheap energy deals coming soon
• Free, no-hassle switching service
• Save an average of £304 a year* on your energy by switching
• You could save even more – several members have saved over £1000
We’ve already saved our members over £7.8 million on their energy bills
What’s stopping you?
*In 2016 our members saved an average of £304
Banner demensions are:
943px x 650px
We are looking for an emotive creative that is still clean and concise.
Please note: This is a British company, so any reference or images of money should be in pounds sterling (£).
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