work / energy uk campaign
Energy UK campaign
Overview
Energy UK is a service that provides the user with the cheapest available energy plan. Once on-boarded, Myia looks over the entire energy market and presents the user with the best available plan. From that point onwards, Myia will keep looking and informs the user of better plans when available.
The brief
The challenge here was two fold. First to inform the user of the value proposition - cheaper energy always. The second was to introduce Myia. She wasn’t just a VPA that would help them find cheap energy deals, she would help them with a myriad of different tasks ranging from utilities, finance, real estate, agri, health & well-being, retail and travel. She would also be the user’s personal assistant making sure that each and every experience was an end to end journey.
The full story
01.0
The Solution
‘Imagine what life would be like if you had a personal assistant’. Based on this statement and with the use of aspirational images and moments/ situations people can relate to, we created a campaign that gave the viewer an idea of what life would be like if all the little things were taken care of while gently guiding them to the end goal of on-boarding to the Myia UK energy service.
The Strategy
Cost was an important factor. Therefore most of the campaign was based online, while print based material was left to a minimum.
1. Website
2. Flyers
3. A series of advertorials (based on a profit share deal with the publication).
4. Social media - FB and Twitter
02.0
The website
Here painted a picture of a life with a personal assistant with the use of aspirational imagery and common situations. We then introduce Myia and finally lead the user to our first product - Energy UK.
03.0
03.1
Flyer
There was a run of 10000 flyers. These were handed out to coincide with the launch of the service as a teaser to drive traffic to the site.
Headlines - Advertorials and press Ads
Run over the holiday period were a series of Ads and advertorials. Although the ads themselves were designed by the publication (Northern and Shell), the creative on headline and direction was determined by us.
Believe in the magic of Christmas...
SAVE UPTO £XX.00/YEAR ON ENERGY!
Jingle all the way...
SAVE UPTO £XX.00/YEAR ON ENERGY!
I'm dreaming of bright Christmas...
SAVE UPTO £XX.00/YEAR ON ENERGY!
04.0
Social media
To coincide with the launch of Energy UK, we formulated a social media marketing strategy. The aim, to let users experience Myia and be able to engage with her (at a basic level) by creating a social media presence - a Facebook page and a Twitter profile. This would also help people get to know her though tone and personality whilst giving us the opportunity to build brand awareness and trust.
Our approach
Myia
Get to know the personality of Myia
First person
Content coming from Myia, injecting her personality into posts
Regular punchy posts
Posts with 80 characters or less gain
23% more interaction
Varied content
Targeted at different audiences to
achieve specific goals. Using Facebook custom audiences we can specifically target posts to people with different interests (this would incur costs)
Posts with CTA’s for followers
Fans are 7 x more likely to share, 3.3x more likely to comment & 3x more likely to ‘like’ when specifically asked to do so.
04.1
Social medial - profile pages
04.2
Social medial - posts
• Ask for user engagement
• Post copy under 80 words
• Tie the messaging into Energy UK
• Ask for user engagement
• Post copy under 80 words
• Post during Facebook prime time (3pm Wed) to get users dreaming about what they would rather be doing than work
work / energy uk campaign