Against the backdrop of a cost-of-living crisis and unpredictability in the international energy markets impacting electricity prices, Jersey Electricity needed to:
With the whole world sharing energy-saving tips from the BBC to influencers on TikTok, and only a limited number of tips, we needed to present our tips differently. We also wanted to use our campaign to spread a bit of joy against a backdrop of energy doom and gloom.
We created our own digital 3D character called Moe the Sloth to promote energy-saving tips through a 5-part social mini-series.
Sloths are known as nature's experts in saving energy, and therefore serve as an exceptional ambassador to teach people in Jersey how to conserve their energy wisely. Moe came up with some useful tips that could help customers save up to £300 per year on their electricity bills.
Each mini-episode focuses on an energy-saving tip, but also introduces some of Moe’s character, with him dancing or cooking his favourite jungle snack. Again winning over hearts was crucial to the success of our campaign.
Based on, and backed up by, solid energy-saving advice from The Energy Saving Trust, JE’s marketing team worked out that over £300 worth of savings on electricity bills could be made each year by following a series of tips. JE felt these tips were ones customers could apply at home fairly easily and see tangible results on their electricity bills.
