Multiplatform sponsorship across TV, online, mobile and on-site
- Spontaneous brand recall up +300%
- Creative integration ensured cut-through with target audience
- 79% of viewers were inspired to save energy
- On-air sponsorship reached 24.9m Adults
and onsite marketing seen by 13.8m people
Background
The Energy Saving Trust (EST) provides free, impartial, energy-saving advice. Its aim was to make energy-saving a habit and to persuade people to make a commitment to save energy. The Energy Saving Trust’s biggest challenge was to engage with upmarket adults and normalise energy-saving, via education on simple ways of saving energy.
Energy Saving Trust & UKTV
The Energy Saving Trust’s relationship with UKTV began in 2006, with a 6-month TV sponsorship on a selection of UKTV channels aimed at raising awareness of the brand and its remit. The success of this campaign provided the foundations to work closer together on a multiplatform content driven proposition.
Energy Saving Trust sponsors Britain’s Best
Working closely with Energy Saving Trust and the broadcaster UKTV, ids proposed Britain’s Best, a 6- month campaign to encourage the public to visit, nominate and vote for the historical places that matter most to them.
The core element was a TV series, Britain’s Best presented by Alan Titchmarsh, featuring 25 historic sites.
Each show featured established historians investigating these amazing locations, such as Hampton Court and the Lost Gardens of Heligan.
Viewers were able to vote for any of these 25 or nominate and vote for any other sites that matter to them, either online, via landline, mobile phone, red button or post.
Driving brand recall
By the nature of its content and appeal, viewers of Britain’s Best were in general more aware of organisations giving advice about energy saving. However, a clear demonstration of the sponsorship’s impact can be seen in spontaneous recall scores of Energy Saving Trust, which increased 4-fold over the period compared to fairly static recall amongst non-viewers. Prompted recall also saw a significant increase.
Multiplatform engagement
- The multi-faceted campaign spanned TV, online, mobile and interactive TV as well as marketing at partner sites
- The on-air activity was seen by 9.3m ABC1 Adults 35+, Energy Saving Trust’s target audience, and 24.9m Adults
- The promotional material at 98 partner sites reached 13.8 million people
- 2 million page impressions were generated online, and 7 branded newsletters were sent to over 900,000 subscribers
- 3,000 pressed the interactive red button on their TVs
- More than 650,000 votes cast overall, with 400 generated from mobile at partner sites
Creative take-out
Establishing a creative link with content is undoubtedly instrumental to a sponsorship’s success. Energy Saving Trust worked with UKTV’s editorial and creative teams to ensure the brand was integrated into all aspects of the event. The planning paid off. 89% of viewers interviewed deemed the sponsorship appropriate for Energy Saving Trust, higher than SPA’s norm, whilst 78% enjoyed watching the credits and 79% agreed they were inspired to save energy.
“We are extremely pleased with the results of the sponsorship. Britain’s Best was a perfect fit for our message, and the creative execution communicated in a clear but engaging way the importance of saving energy.”
Tamara Mauro-Trujillo, Consumer Marketing Manager
Energy Saving Trust
