Wieden+kennedy DM OFF-ON by Wieden + Kennedy London

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Direct marketing
Market United Kingdom
Agency Wieden + Kennedy London
Executive Creative Director Kim Papworth, Tony Davidson
Creative Ray Shaughnessy, Sophie Bodoh, Dan Norris, Laurence Mence
Released November 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: SELF PROMOTION
Date of First Appearance: Nov 4 2010
Executive Creative Director: Tony Davidson (Wieden + Kennedy)
Executive Creative Director: Kim Papworth (Wieden + Kennedy)
Creative: Dan Norris (Wieden + Kennedy)
Creative: Ray Shaughnessy (Wieden + Kennedy)
Creative: Sophie Bodoh (Wieden + Kennedy)
Creative: Laurence Mence (Wieden + Kennedy)
Planner: Sophie Dollar (Wieden + Kennedy)
Creative Technologist: Joao Wilbert (Wieden + Kennedy)
Creative Technologist: Yuki Yoshida (Wieden + Kennedy)
Creative Technologist: Paul Skinner (Wieden + Kennedy)
Group Account Director: Nic Owen (Wieden + Kennedy)
Hanne Haugen: Hanne Haugen (Wieden + Kennedy)
Media placement: N/A It ran internally - N/A - N/A

Describe the brief/objective of the direct campaign.
UK businesses waste £7 million every day due to energy inefficiency, much of which is through staff actions.

The objective was to motivate employees to turn off idle appliances (lights, computers etc.), a difficult task considering the busy environment and that staff don’t pay the bills.

An emotive, tangible incentive was required at decision-making points.
The idea: encourage employees to turn off as much as possible, and invest all savings in ‘turning on’ a developing world community with solar power.

It enables staff to be green and good at the touch of a button, turning corporate waste into worthwhile good.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At the heart of OFF-ON is a symbiotic relationship of turning off here to turn on in Africa. All creative elements illustrate this at decision-making points.

We have developed back-end software that creatively packages data from a real-time energy monitor and is uploaded on screensavers and floor displays throughout the building. It demonstrates the direct impact of employees’ actions, their affect on the solar project and how much we’ve lit up to-date.

Stickers at switches and kettles act as instant reminders, whilst monthly office updates and films from Nairobi re-enforce why to turn off, helping to sustain behaviour change. We also send emails every week to keep the momentum of the campaign going and to ensure that it is always at the forefront of their minds.

Explain why the creative execution was relevant to the product or service.
The greatest challenge in engaging employees who aren't paying the bills, is finding an alternative, motivating incentive that feels more tangible than simply 'saving energy'.

Key to OFF-ON’s success was our creative packaging of energy data. This enabled it to resonate on a deeper, emotional level for staff, giving them a direct response to their action. Bespoke communications offered a real-time sense that when they turn off in London, they’re turning on a specific destination in Africa.
The ambition is to develop this simple system to work with all makes of energy monitor, for businesses to implement for free.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Results are measured through monthly energy bills. Each month’s consumption is compared with that month the previous year.
Last year saw a staff increase of 35% in our London office. Despite this, total energy consumption over the quarter decreased 9%, almost double our 5% goal, with a peak reduction of 12% in January.

Masters students of tech anthropology examined workplace behaviour and interviewed a representative section of staff. The majority of respondents were conscious of turning more lights and appliances off, in the workplace and at home, indicating sustained behaviour change.