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Go Green at home

Reconnect is a Department of Enterprise, Trade and Investment (DETI) initiative aimed at encouraging homeowners to consider installing renewable energy in their homes. To incentivise consumers to invest in renewable energy technologies such as solar panels, wind turbines and wood pellet burners, the Northern Ireland government were offering grants of up to 50% off the cost. RLA were tasked with creating a multimedia campaign both online and offline to create awareness about the grants and encourage 4,000 take-ups of the scheme.

Not an easy challenge when you consider renewable energy isn’t something that delivers a quick return on investment – it’s an investment for the future. So taking this key insight into account, we wanted to deliver the reasons why you should think about installing renewable energy in your home via the people it will directly affect the most – our children.

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  • Creating a reason to install renewable energy image
  • Creating a reason to install renewable energy image

Creating a reason to install renewable energy

Our pre-campaign research revealed that, although awareness and understanding of renewable energy technologies is high and there is empathy towards the need for renewable energy, there was very limited awareness of domestic renewable systems. Firstly, it was not seen as ‘open to me’ as an individual householder – more something that governments or large companies do, not homeowners. Secondly, because of the cost of installation, the key motivators for installing were altruistic i.e. “I’ll be doing my bit for the environment”. As a result, the target audience needed to be ABC1 males (25-64) with an income over £40k and comfortably off C1/C2 families.

We developed a range of creative concepts which were pre-tested in a series of focus groups with our key audience and delivered the following key takeouts:

  • Here’s what you can do, here’s the help available and here’s where you go for more information
  • Communicated a strong message for future generations
  • Was friendly, emotive, heartwarming and effective in persuading people to take action
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Getting warm and fuzzy about renewables

The concept that resonated with our audience the most was developed using a child to deliver the reasons why you should consider installing renewable energy in your home i.e. the next generation are relying on you to do the right thing. To create standout, the look and feel was designed following research using fuzzy felt to deliver the story and reasons to take up the grant.

A number of media planning tools were used to develop the campaign including TGI and Truetouch. It was rolled out across TV, outdoor, tactical press (trade, lifestyle, business), direct mail campaign, the Reconnect website and via a series of online/social media executions.

Over the duration of the campaign, it delivered:

  • Over 29,511 unique visitors to the campaign website
  • 22,588 calls to the campaign information phone line
  • 4,160 grant offers were requested with 4,000 take-ups delivered

Not only did the campaign deliver its target of 4,000 grant applications, it exceeded expectations with the 2nd phase of the campaign having to be pulled as all funding had been used. So if you want to drive results, you’re in capable hands with us.

Boosting Renewable Energy Development |RLA