Agency: Euro RSCG London
Client: EDF Energy
EDF Energy, the UK’s leading producer of low carbon electricity, has launched an integrated advertising campaign to promote its new wireless appliances controller; EcoManager.
Unlike some other energy monitors, EcoManager - exclusively available from EDF Energy - allows consumers to not to only see but also control the energy consumption of connected appliances from wherever the device is plugged in, helping people to reduce their monthly energy bills.
The EcoManager TV advertising creative centres on one of TV’s best known families – ‘The Waltons’. Using the famous 70’s American home as a backdrop for the campaign, the voiceover plays on the Walton’s ’Goodnight’ signature scene which closes every episode to bring to life the benefits of using EcoManager.
The 30’’ EcoManager TV spots will feature on high profile programming on mainstream and terrestrial TV channels, including Coronation Street on ITV.
Varied digital executions focussed around the potential environmental and cost benefits of using EcoManager in consumers’ homes are set to follow with advertorials placed in quality national media supplements from October onwards, as well as supporting below the line activity.
Users plug appliances they want to monitor and control into transmitter plugs. These communicate with the EcoManager control unit, which displays the relative running costs and CO2 emissions of each appliance in real time.
Appliances can then be turned from standby to fully off from a remote handheld unit without the need to run around the house switching off each one at the plug. Users are also able to view daily or monthly household energy consumption for each appliance and the accumulated data of all connected appliances within the home.
A highly innovative invention which allows people to take control without the need for expensive rewiring, EcoManager allows users to say ‘goodnight’ properly to their appliances, by turning them off remotely at the end of the day, even from the comfort of their own bed.
“’The Waltons’ ‘Goodnight’ scene is a great way to communicate how, with EcoManager, even the most demanding households can take control of their energy consumption. By following the Waltons’ example and saying ‘Goodnight’ properly to their appliances, people could save energy and money,” said Head of Brand, EDF Energy, Cameron Hughes.