Introduction

The original ask was to present creative ideas for a campaign that would inspire the population of London to be more energy efficient.

-Communicate the significance of energy conservation -Educate on how to become energy efficient at home-Provide tools and support to ease the process-Most importantly: motivate to get started

So how do we grab people’s attention and make them get on board?

Mandate

The intention is also to engage them in a long term commitment after the campaign over.

The initiative should tie in with existing and future communication efforts to ensure a sustained involvement.

Let’s start a movement and keep it alive

Mandate

Changing behaviour is not easy.

Holding on to bad habits is often due to ignorance, laziness, or lack of care. And that’s what we need to tackle:

Give people a reason to give it a try

Challenge

Just about anyone in the general public: customers for the most, not businesses specifically.

Which means the campaign concept must be enticing for the head of household, in some occasions fun for kids or appealing to organizations, and definitely rewarding for all.

The primary target will be the one paying the bill

Audience

People need to understand why it matters. They need to see how change can impact their lives positively.

Taking the first step is often the hardest. But we can help them get there.

Most human beings need incentives in order to get involved in something. The purpose of the campaign is to get them in the zone.

Let’s give them candies to get them started

Motivators

Approach

Conceptually we wanted to explore a relevant creative territory for this campaign and extract 2 unique ideas that would share common traits, or experience pillars:

EngagingMotivatingEducationalSocialValuable

and…

Foundation

Empowering

Having control Acting on it

Seeing resultsFeeling great

There are different ways to look at the opportunity to motivate change.

Creative Space

Participation

Individual Collective

Need

Rational Emotional

Activity

Game Project

Length

Short Long

There are different ways to look at the opportunity to motivate change.

Creative Space

Individual Collective

Rational Emotional

Game Project

Short Long

Concept 1 Concept 2

Creative Space

Concept 1

meConcept 2

we

Motivating

Get rewards Support greater cause

Engaging

Personal challenge

Group mission

Social Competition Sharing

Valuable

Save money, have fun

Give to others, feel good

Empowering

I can do this We can do this

Educational Why save energy, and how

Creative Space

Concept

1Rewarding

OnlineGame

Concept

2Meaningful

SocialMoveme

nt

Concepts

The purpose of this presentation is to ignite your imagination with possibilities.

And nothing is set in stone:-Not the title or the logo-Not the design (just for presentation purpose)-Not the features

The concepts are creative directions that we can further discuss and transform.

About

Rewarding Online Game

Concept

1

Letting go of bad habits is not easy.

It requires a lot of determination to get rid of questionable behaviour and improve energy consumption at home.

But we’re here to help.

Enrol into the program and fight your nasty ways. Prove to everyone you are a champion.

THE ENERGY BATTLEis a competitive online game

Participants will have accomplish various challenges to improve their consumption habits.

They will train their mind to understand why it matters, solve enigmas, fight other energy mercenaries, and get a chance to become top warrior.

And they will be rewarded.

The more you participate, the better you perform, the more points you get, the greater are your chance to get the goods.

First things first: enrolment

RegistrationQuick and dirty web form or via FacebookCreate a unique warrior emblem

Energy ProfileEstablish current consumption level(promote to TOU)

Warrior TrainingBoot camp: how to save energy at homeToolkit: printable reminders, SMS notifications, daily tweets, etc.

What’s in it for me?

Discount on your next billCut your next payment in half. If your make it to the end.

Partner RewardsCoupons, miles, exclusivities.

PrizesWeekly draws for top warriors and a chance to win the big one at the end of the battle.

FameTop warriors will get lots of exposure on the scoreboards, the Facebook page, and beyond.

Get your sorry ass on the battlefield

You have one month to prove yourself.

Accomplish all the missions and become a true warrior.

SAVE PLAYLEARN

Concrete actions toward saving energy

Show skills, knowledge, have fun

LEARN

Slash It Good Join The Clan SolveEnigmas

FightTitans

LEARN

ENERGY RESERVE

Slash It Good

Join The Clan

Solve Enigmas

Fight Titans

SAVESlash It Good Most meaningful activity Get your total kilowatts down for

the game period Realistic target established based

on current consumption Reach your goal and get the

maximum points.

VALUE: up to 40% of the energy reserve

SAVEJoin The Clan Register to eco-friendly programs

such as the Climate Shop and get instant energy bars plus bonus miles.

Go to Lowe’s Hardware, buy energy efficient light bulbs, and get energy bars promotional rebate on Energy Star products at Lowe’s.

VALUE: up to 10% of the energy

reserve

PLAYSolve Enigmas Being a great warrior requires

wisdom Participants will accomplish skill

testing challenges (a total of 12 games, 3 per week)

Quizzes, puzzles, or riddles, all related to energy consumption (hints and guides will be accessible).

VALUE: up to 30% of the energy

reserve

PLAYFight Titans Prove you are a great warrior by

challenging others into 2 types of battle

Energy usage combat: fight up to 4 players, the winner is the one who used the least energy in a week (%)

Speed game: finding errors or hidden symbols on image, the fastest wins

VALUE: up to 20% of the energy

reserve

Identification / Warrior Badge / Energy Reserve / Total Discount / Prizes

Progress

Access to Missions / Challenge Notifications / Accomplishment Status

Battlefield

Leaderboard & Weekly Prizes / Activity Map / Sharing tools

Crusaders

Primary Game SpaceCore activities to take place on a website or through a Facebook app

FacebookGame Page: -game progress-special clues-top warrior showcase + prizes-partner promosTimeline Posts: -personal achievements-challenge a friend-recruiting

Meaningful Social Movement

Concept

2

The big idea

The big idea

Starting meaningful social movement

It’s about helping others, making a difference in the community, and feeling great about it.

It’s about being part of something bigger than oneself

Let’s give them a platform where they will change themselves, improve what’s around them, and save energy in the process.

The big idea

The big idea

Empower yourself

The more energy you save, the more you can give to projects that matter to you.

Saved kilowatts become currency

Learn to become a good consumer by improving your energy consumption habits and start making a difference.

Get involved

Get involved

RegistrationQuick web form or via Facebook account

Energy ProfileEstablish current consumption level: the value to bring down in order to give (promote TOU)

Tips & GuidesHow to save energy at home, printable reminders, SMS notifications, daily tweets, etc.

Get involved

StoriesOf peopleMaking change

pay itforward

blackout wednesda

ys

the nextBig thing

shop for habitat

Get involved

pay it forward

Get involved

Pay it forwardSave energy and donate it to organizations who will get an energy discount and use the saved money for a greater cause:

-New computers for schools-Activities for lonely elderly people-Better hospital lounge areas-Etc.

Get involved

Pay it forwardFollow the stories of organizations getting meaningful projects started.

Rally people around these causes.

Schools can create support groups and compete for special prizes.

Get involved

the nextBig thing

Get involved

next big thingLet’s imagine a something great for the City of London and make it happen. People can submit ideas and vote on projects:

-Transforming an old park-Creating a yearly festival-A new library-Etc.

Get involved

next big thingTo contribute, you agree to reduce your usual electrical bill but continue to pay the average amount.

The difference will be given to the chosen project, and the total donate amount will be matched by London Hydro and investing partners.

Get involved

Shop for habitat

Get involved

Shop for habitatIn partnership with Home Depot, participants will be able to shop in this exclusive online store where Energy Star approved products can be purchased 15% off.

Referral: get an outsider to buy and get a coupon for your next in-store visit.

Get involved

Shop for habitatAll profits will be given to Habitat For Humanity, a great organization providing better homes to people who need it the most.

Follow the stories of the people building these homes and those receiving them.

Get involved

blackout wednesdays

Get involved

blackout wednesdaysEvery Wednesday evenings and nights during the campaign, let’s live with no lights on and limited appliance usage. Let’s save even more to give.

London Hydro will match in dollars all kilowatts saved that day and donate to the Lights for Life organization.

Get involved

blackout wednesdaysFamilies will be given fun assignments like glow in the dark art projects or shadow sculptures. Take pictures and post them in the online gallery.

Use the special app to draw in the dark images neon style. App works only in darkness (sensor).

Prizes will be given for most voted (per category).

Get involved

blackout wednesdaysGrown-ups can tell their own stories on how they took advantage of an evening in the dark: romantic dinner, flashlight treasure hunt with the kids, ghost stories by the fireplace, etc.

Tweet your activity ideas with others (#blackout) and join the conversation.

dashboard

dashboard

dashboard

Profile, achievement, contributions

dashboard

Stories, progress, social interaction

dashboard

Projects, guides

light garden

light garden

A representation of our achievement

A public space in the City of London would be the stage of an interactive and artistic output of the citizen’s energy saving efforts and social contributions.

The idea of a garden came from the notion of personal and collective growth, of caring for something beautiful and meaningful.

light garden

light garden

light garden

light garden

light garden

light garden

Q&AThank You