Edelman

Client: National Grid
Product: National Grid
Title: Green Light Signal
Media: Direct
Country: United Kingdom
Date Of Campaign: 20th April 2021

Background: Context Making more use of low carbon energy sources is vital for the sustainability of our future. National Grid is intent on progress towards net zero by 2050. Brief Ahead of their sponsorship of COP26, National Grid wanted to create a?groundswell of awareness and understanding of progress towards - and their commitment to - net zero. They needed a positive story, focussing on the progress that has already been?made to combat climate change inertia and what other actions can and will be taken to make an impact. Challenge As one of the UK’s largest infrastructure providers, National Grid provide an essential service that we all rely on every day, yet don’t “see”. The public aren’t necessarily aware of the action being taken by National Grid to move Great Britain towards net zero, and also aren’t aware of how the evolution of the grid means their own choices can contribute towards greener, more sustainable living. Objectives Create awareness of National Grid’s commitment to and progress towards net zero Build clean energy progress into the public consciousness.

Idea: Insight National Grid ESO have a looooot of data. A lot. About all energy produced and all energy consumed, at any given time. And most people want to help battle climate change, but they don’t know how. They don’t have the information and feel the task is too big. What if we took National Grid ESO’s live data from across Great Britain and used it to create a solution which would let consumers know how to make smarter energy choices at home in real time, so they could do their part for sustainable living? Idea Introducing The Green Light Signal. The low energy consumption lightbulb that glows green when the electricity supply at home is cleanest and greenest, letting people know in real time when they can turn on their dishwasher or charge their car, without negatively impacting the planet!We linked National Grid ESO data to smart bulbs through an API. Carbon footprint data could then be pushed in real time, from servers to homes. A setting was made to change the colour of the bulb once zero carbon energy sources kicked-in. Users’ location data was added on sign-up. Bulbs, along with user-guides, were circulated to celebrity talent, influencers, key decision-makers and politicians around the UK, including COP26 minister Alok Sharma. We used the LIFX smart LED lightbulb so anyone could purchase their own, make the API connection, and turn it into their own Green Light Signal. Influencers pointed consumers towards the campaign landing page, which showed them how. For accessibility and scale, our app ‘When to Plug in’ disseminates the same information via mobile. Alexa and Google Assistant commands were also installed. The campaign covered earned, paid, influencer, MP and stakeholder engagement. We promoted at COP26.

Results: 237.8 Million total reach 750 Bulbs gifted, including to journalists, celebrity talent, social media influencers, energy and sustainability opinion leaders, ministers and MPs, and FTSE 100 CEOs, including Admiral, BT, IHG and Unilever, COP26 Principal Partners. 18,708 visitors to the campaign website landing pages. 1.1Million Applet Runs (as of 6th Feb 2022) - No of times the smart bulb has turned green. UK Prime Minister Boris Johnson picked up the campaign activation and championed the Green Light Signal with an installation outside the doors of 10 Downing Street, creating a powerful image which spread further awareness. UK Results Paid Ads: 10.8 Millions Impressions 3 Million Reach 3.2 Million Video Views Earned results: 43 pieces media coverage 100% positive or neutral sentiment (80% above target) 88% of coverage featured a spokesman quote 95% coverage featured at least 2 key messages KPIs reached and exceeded: National media coverage: 9 (3 above target) Broadcast Radio: 15 (9 above target) Tech & Trade Press: 12 (2 above target) Broadcast TV 2 (on target) 4 influencers engaged, leading to: 25 posts and videos 11.28% average engagement rate on influencer posts (target was 3.5%) 1 Million Reach 700K Impressions Organic social: 135.2K Total impressions 8.2K Total video views 2.4K Engagements