Good Energy, Power of Less
What if less, was more?
Good Energy’s Anti-Black Friday campaign delivered a bold message: 'Don’t waste our energy.' Combining Stephen Fry’s narration with striking visuals, we created a powerful connection between energy usage and climate breakdown launched as an Anti-Black Friday campaign.
The brief
Through a long standing retainer relatonship, we approach Good Energy to help them stand out in a highly competitive market with a unique Anti-Black Friday campaign. We created a powerful message to cut through the noise and help drive brand awareness as the UKs original renewable energy provider at one of the busiest times domestic households switch their energy providers.
The challenge
How do we position energy consumption as a serious issue that’s adding to the breakdown of our climate? And how do we create a message that gets people to stand up and take notice whilst falling in love with the UKs greenest energy company?
The approach
We ideated an eye-catching, anti-consumption message of ‘Don’t Waste Our Energy’ which then inspired our powerful script that helped to strengthen the connection between energy consumption and climate breakdown. This carefully crafted messaging was then paired with collage-style visuals to create a hard-hitting video that was voiced by Stephen Fry. At the same time, the hero message was placed on billboards throughout South-West England and Wales whilst being advertised nationally.
Through this brand awareness campaign we also created middle and bottom of funnel thought leadership on what the UK would need to do to become a truly Renewable Nation, building a whitepaper and social assets in the evolved collage-style identity that evolved the companies brand identity in the long run.
The result
A hard-hitting anti-consumption message that positioned Good Energy as a company that truly cares about our future. This content received 1.6 million views on YouTube and nearly 750k views on social media and was placed in 300 out-of-home spaces.
“What a great campaign, totally different to anything the energy industry are doing and something that reflects our core values as an organisation. Thank you Team Enviral, it’s a dream to work with you.”
Rowena Malpass - Head of Digital, Good Energy