HOME ENERGY SCOTLAND: HELPING KEEP SCOTLAND WARM CATEGORY: 4.4 Public Sector
AUTHORS: Claire Wood
WORD COUNT: 1,473
HOME ENERGY SCOTLAND: HELPING KEEP SCOTLAND WARM Scotland struggles to keep warm. Despite variable weather and old, draughty housing1, we could save an estimated £2.6 billion on energy bills between now and 2022 by making our homes more energy efficient.2 The Scottish Government has committed to ensure that by 2016, no-one in Scotland is living in fuel poverty.3 Fuel poverty isn’t confined to the elderly or people on low incomes. Defined as spending more than 10% of your income on fuel, it affects more than one third of all Scots.
To help pay for energy-saving home improvements, the Scottish Government offers various initiatives: • Up to £1,200 cashback per household to fund energy-saving measures 4 • Grants for particular audience groups (e.g. the fuel poor, households off the gas grid)5 • Energy companies are legally obliged to install free or subsidised insulation in eligible homes.
The communications landscape is crowded. Not only are energy suppliers wanting consumers to switch, they’re advertising free insulation to meet CO2 reduction targets. In 2012, they spent over £22 million on media6 to communicate these offers, principally in press.
A necessary evil
To provide a one stop shop for impartial advice about this myriad of incentives, the Scottish Government set up a telephone helpline, Home Energy Scotland.
‘I can’t sit in my house and watch television without this ‘click, click’ and it’s the noise I imagine my meters are making in the cupboard next door.’ Retiree, Dumfries.
We were briefed to create a direct response campaign to encourage people to call the helpline for advice. Our activity would be measured on awareness and call volumes.
Energy efficiency measures could lift 150,000 households out of fuel poverty.9
Despite the help available, just 10% of households take steps to improve their home energy efficiency each year.7 But electricity and gas prices continue to rise (by 17% and 90% respectively).8
So why aren’t households, particularly those struggling most, taking action?
It’s estimated that 80% of houses in Scotland are in a state of disrepair. The Scottish House Condition Survey (SHCS). (2009), City Housing Strategy 2012: http://www.edinburgh.gov.uk/downloads/file/10872/databook_may_2013 Low Carbon Scotland (Scottish Govt report), http://www.scotland.gov.uk/Publications/2011/03/21114235/7 3 http://www.scotland.gov.uk/Topics/Built-Environment/Housing/warmhomes/fuelpoverty 4 Cashback can be used for energy saving home improvements including insulation, energy efficient light bulbs, double glazing and an energy-efficient boiler. 5 8% of houses in Scotland are not linked to the gas grid. 6 £22,295,991. Source: Nielsen (Jan 2013). Competitive Set: British Gas, B&Q, Eon, HomeServe, SSE, M&S, COI, Homebase, Wickes, Npower, ScottishPower, Energy Saving Trust, FreeGrant, Energy Care Group, Energy Efficiency Group. 7 http://www.scotland.gov.uk/Resource/0039/00398667.pdf, SHCS 2008/2010 8 Electricity price has risen by 17% in the past four years. http://www.businessinsider.com/europes-soaring-energyprices-2013-11. The price of gas has increased by more than 90% over the past ten years. Source: Scottish Power / STV 9 Low Carbon Scotland (Scottish Government report), Scottish Government Committee on Climate Change: http://www.scotland.gov.uk/Publications/2011/03/21114235/7 1
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IMPOTENCE AND INERTIA: INSURMOUNTABLE BARRIERS? Qualitative research highlighted three barriers to action: • A feeling of impotence Energy prices keep rising. It’s easier to do nothing and blame energy companies than take action • Scepticism Barely a quarter of Scots trust their energy company.10 Negative PR and conflicting energy company advice fuels this scepticism • Apprehension about cost As household budgets are squeezed, expenditure on “hidden” costs like energy efficiency improvements aren’t a priority.
‘To me energy companies would be the last place I’d go to because they don’t want you to run your home cheaper.’ ‘I’ve already put in double glazing and a wood burning stove and radiators in and it cost me 12 grand…I can’t insulate the walls because it’ll cost me thousands.’ 30-45 year olds, Forfar.11 Many simply assumed they wouldn’t be eligible for financial assistance so we needed to remove a final barrier to action by explaining that help was available to all. ‘I’m working and I’m in a partnership and I’m not a single mother, not on benefits or a pensioner…So pay for it yourself.’ 30-45, Forfar. This added up to a furious inertia: impartial advice is (felt to be) non-existent, change is expensive, energy bills keep increasing. And customers feel they can’t do anything about it.
UNCOVERING AUDIENCE INSIGHT Two things proved critical to delivering this campaign effectively: • Understanding the target audience • Making our message easy to understand. Segmentation work helped us build a picture of our audience: • Homeowners • Our fuel poor audience; less likely to be homeowners but might qualify for support from area-based schemes • Retired people, often in receipt of benefits and so eligible for support. Research highlighted the thing all these segments had in common: a desire to save money on energy bills. This became the focus of our proposition.12 Our second challenge was conveying a complicated message about a dull topic in an appealing way. Focusing on a call to action, we briefed our creative teams with a simple proposition:
A simple proposition but challenging creatively as we needed to build upon previous Home Energy Scotland advertising featuring a house insulated by a giant woolly hat. Testing creative work in research uncovered the following: • The creative idea had to work hard to interest people enough to listen • Messages about cutting bills were too vague and reinforced cynicism. Leading with the £1,200 cashback offer proved more compelling • Creative ideas using humour were resented. Respondents felt we were trivialising something that made them cross • The favourite creative route brought the message to life in a clear, compelling way. The ‘hero’ helped us present a detail-heavy message with warmth and charm (and continued the “knitted” theme!).
“TO CUT YOUR ENERGY BILLS, CONTACT HOME ENERGY SCOTLAND FOR IMPARTIAL ADVICE FROM THE SCOTTISH GOVERNMENT AND ACCESS TO FUNDING.”
TNS Tracking Research, February 2012. TNS Qualitative Research, December 2012. TNS Qualitative Research, December 2012.
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TV Script
BRINGING DOUG TO LIFE
We open inside a hallway. A knitted draught excluder is next to the front door. A woman opens the door and leaves the house. The caterpillar turns to us and starts to speak. Caterpillar: BRRRRRR! COLD, EH? YOU SHOULD SEE THE SIZE O’ HER HEATING BILL… He shakes his head, before setting off down the hall (slowly, like caterpillars do). As he walks he says, Caterpillar: I MEAN, I’M HELPING OUT BUT DRAUGHTS ARE JUST THE START O’ HER PROBLEMS… He’s now crawled up onto a table in the hall, with a phone and a folded energy bill on it. Pointing to the phone with about 15 of his legs he says, Caterpillar: SHE’D BE MUCH BETTER OFF PHONING HOME ENERGY SCOTLAND FROM THE SCOTTISH GOVERNMENT. THEY GIVE YOU IMPARTIAL ADVICE ON HOW TO CUT YOUR HEATING BILLS. He climbs onto the bannister of the stairs. Caterpillar: YOU COULD GET UP TO TWELVE HUNDRED QUID TOWARDS THE COMBINED COST OF THINGS LIKE INSULATION, A NEW HEATING SYSTEM AND A NEW BOILER… [Legal:
Eligibility criteria. Terms and conditions apply.]
When he says ‘insulation’ he gestures to a hatch in the ceiling. Caterpillar: …OR YOU COULD EVEN GET THAT STUFF FOR FREE. [Legal:
Selected areas & low income & vulnerable households. Further eligibility criteria, terms and conditions apply.]
He curls into a ball and rolls down the bannister, flying off the end and landing back by the front door. Caterpillar: SO GIVE ‘EM A CALL. [Super:
0808 808 2282]
He lays down in front of the camera so we can see the number on his back clearly. Caterpillar: IT’S 0808 808 2282… Then he rolls over to reveal a URL on his tummy. Caterpillar: OR YOU CAN GO TO HOMEENERGYSCOTLAND.ORG. We hear a key in the door and our caterpillar says, quickly, Caterpillar: ANYWAY, MUST FLY… We cut to a white screen and a blue knitted butterfly flutters in before taking its place in the Natural Scotland logo.
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Radio Script Doug the Caterpillar draught-excluder hates wasting money, so has a wee tip for us. “DOG” MVO: ALRIGHT? I’M DOUG THE CATERPILLAR DRAUGHT-EXCLUDER. YOU KNOW THE TWO THINGS I HATE MOST IN LIFE? DOGS WITH SLOBBERY-WET JAWS WHO THINK IT’S FUNNY TO CHEW DRAUGHT-EXCLUDERS…(I’M TALKING TO YOU BRUNO THE BLOODHOUND)…
fuel bIlls LEaVING YOU STrETCHEd? Hi, Doug the Draught Excluder here. We all know heating the home can be an expensive business these days. But now, with Home Energy Scotland from the Scottish Government, you could apply for up to £1200 towards insulation, a new boiler and a new heating system – or even qualify to get them for free. Plus their friendly advisors have details of other offers, discounts and support. Just click or call to find out more.
AND WASTING MONEY. IF YOU PHONE HOME ENERGY SCOTLAND FROM THE SCOTTISH GOVERNMENT YOU CAN FIND OUT HOW TO CUT YOUR HEATING BILLS AND SAVE MONEY. THE NUMBER’S 0808 808 2282 OR YOU CAN GO TO HOMEENERGYSCOTLAND.ORG ACTUALLY, MAKE THAT THREE THINGS - I HATE HOOVERS AS WELL… …YOU TRY GETTING 15 LEGS STUCK IN A HOOVER…
Call 0808 808 2282 Or vIsIt homeenergyscotland.org GRE26833 DRec 250x150 right.indd 1
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TV was chosen by Carat for reach and standout as utility companies usually rely on press. The voiceover choice for Doug the caterpillar was all-important: we wanted someone distinctive but approachable. Leading Scottish actor Ron Donachie was a perfect choice. The campaign launched online and on radio on 30 September 2013 with a phased introduction to TV, press and outdoor, targeting our fuel poor and retired audiences. Unusually shaped press ads provided the detail and the all-important telephone number.
CAMPAIGN AWARENESS AND UNDERSTANDING
Field marketing was a challenge as it’s a tried and trusted recruitment method for energy companies. We needed to be clear that our advice was impartial. So we created a giant knitted caterpillar to visit scheduled shopping centres. Towering over field staff, he proved a talking point that couldn’t be further away from utility company activity.
Tracking research showed that over two thirds (69%) of adults in Scotland noticed the campaign. A great result given the barriers to interest. Nearly three quarters of adults said they would take action (70%). This figure was higher amongst our fuel poor (75%) and retired (78%) audiences. The media channel combination proved extremely effective. Those seeing the campaign in more than three channels were more likely to say that money was available for home improvements, as was impartial advice.13
The field marketing results were even more striking. 92% of visitors intended to take action. 88% of those finding it difficult to pay their bills had already taken action versus 71% of those who didn’t have difficulty. PR activity courtesy of Stripe amplified our message, delivering an impressive 231,668,682 opportunities to see or hear with a total equivalent value of £197,505. The campaign return on investment was an impressive £28 to £1, smashing the original target of £5: £1. No mean feat given the subject matter!
We asked respondents about the main campaign message. 41% of those struggling to pay bills mentioned help with energy costs versus 36% of those not struggling. Amongst owner occupiers who struggled to pay bills, the figure rose to 46%. Our messaging was hitting the mark.
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38% and 48% respectively, versus 29% and 35% amongst campaign recognisers. Quantitative tracking research, January 2014, TNS-BMRB.
KEEPING SCOTLAND’S HOMES WARM “WE’VE TAKEN MORE CALLS THIS MORNING THAN WE DO ON A BUSY FULL DAY!” Karen, call centre staff member on day of campaign launch. The campaign launched on 30 September 2013. More than 1,300 calls were received on the first day – almost half the average weekly calls in a single day. Calls – and clicks – continued throughout the campaign period: • 84% increase in average weekly call volumes • Whitespace recorded a 575% increase in average weekly website visits • 440% increase in online callback form completions. The following chart illustrates helpline referrals with a spike visible from early October.
Fuel poverty referrals increased by 60% in the weeks following the campaign launch14. The number of cashback vouchers issued increased by 169%.15 It was clear that our message was reaching the people it needed to. And they were taking the action we’d hoped to reduce their energy bills. Finally, in response to (surprising) demand, a knitting pattern for the caterpillar was added to the campaign website. “Doug” was downloaded 1,136 times during December. So we’ve made a thousand homes a wee bit warmer thanks to Doug the draught excluder. “There are people in Scotland who are eligible for assistance but for one reason or another, have not applied. This marketing campaign helped to make people aware that they might benefit. We were delighted to see the significant increase in calls… leading to more vulnerable and fuel poor households getting the help they needed.” Andrew Mott, Home Energy Programmes Team Leader, Scottish Government
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Fuel Poverty referrals (combining figures for Energy Assistance Scheme and Affordable Warmth) 1 Apr – 6 Oct = Avg. 222 per week 7 Oct – 15 Dec = Avg. 355 per week.
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C ashback vouchers issued 1 July – 6 Oct = Avg. 238 per week 7 Oct – 15 Dec = Avg. 641 per week.