OVO and James Norton Educate Brits on Reducing Human Impacts on the Planet
New research finds that almost half of Brits (48%) want to learn more about how to lower their carbon emissions. OVO has today launched Power Nap, a new campaign to help educate and empower households to reduce their collective carbon footprint on the planet.
Created in partnership with Goodstuff and Saatchi & Saatchi, Power Nap centres around an innovative Alexa Skill, which uses live data from The National Grid and bespoke technology developed by Goodstuff and Assembly to help Alexa skill adopters shift their energy use to times when electricity in the grid is being powered by more greener sources and help cut carbon. Consumers can simply ask their Alexa if it’s time for a Power Nap to find out how green the grid is and if it’s a good time to turn on their electric appliances at home. The Skill will also tell consumers whether there is a high, moderate, or low level of renewables being used to power the grid at that moment in time.
Built on the insight that navigating energy usage can be complex according to time of day, day of the week, and the weather, the campaign - initially conceptualised by Goodstuff - recognises that these complexities are major blockers in behaviour change. The campaign centres around a real platform that makes it easier to instil green energy habits by giving real-time, relevant advice in the home environment where consumers can quickly make use of the Skill.
The creative from Saatchi & Saatchi borrows from the tone and tropes of popular meditation apps, with the Skill custom-narrated by actor, producer and green energy advocate James Norton (of Happy Valley, Little Women and the critically-acclaimed 2023 stage adaptation of a Little Life). The Skill aims to provide a relaxing way for consumers to improve their energy literacy and knowledge from the comfort of their homes, while additional bespoke executions running across radio, social and Alexa display will also support the campaign.
With new research also finding that 48% of UK consumers would make changes to their home energy usage if they can see how their personal behaviour impacts the planet, the work builds on previous Saatchi & Saatchi and Goodstuff campaigns - including The Energy Forecast and Power Move - which also used the live API data to help educate consumers on their energy usage, as part of OVO’s commitment to support consumers wherever they are on their green energy journey.
Alice Tendler, director of brand and marketing at OVO says, "Our new Alexa Power Nap Skill campaign, voiced by James Norton, helps empower households to understand their energy usage and the greenest times to use electricity. This is one example of the action we’re taking every day to find new ways to help make it easier for our customers to lower their carbon footprint with simple solutions.”
Genevieve Tompkins, chief client experience officer at Goodstuff says, “The National Grid API is the tech enabler behind our vision for OVO; using media in a more climate-responsible manner, as well as providing messaging synergy for consumer behaviour-change benefit. And our OOH Power Move campaign in 2023 was just the start. By integrating our API with an Alexa Skill, we’ve made it easy for the British Public to take action, by being accessible in all Alexa smart-speaker homes, activated via digital audio. We are super proud of OVO going on this rewarding journey with us, which is testament to a truly great client-agency partnership and a client who is willing to invest in mission centric comms to deliver on their Zero Carbon Living ambition.”
Sarah Heavens, senior creative, Saatchi & Saatchi says, “Apparently Alexa has the answer to everything. So we decided to enlist their help in bringing to life the daily changes we can all make around the home that are better for the planet. This campaign is about using technology creatively to empower everyone to make more informed choices, wherever they are on their green energy journey. With some help from James Norton’s smooth voice of course…”
