Bringing a sustainability brand to life through full funnel marketing

Many people actively try to incorporate sustainable practices into their lives, but navigating the multiple green technology options, installations and government subsidies can be a huge barrier to entry. Clean energy brand Egg set out to change this, supplying in-home EV chargers to families across the country for a single monthly charge, and offering clean solar energy capabilities for individual households through solar panel installation.

The move to electric vehicles has seen significant acceleration in sustainable practices, but installing an at home charger can be complicated for homeowners. Through their monthly subscription, Egg made home charging easy and accessible. Egg enlisted Platform 195 to help get the message out to the UK public. As the first ever subscription charging model in the UK market, launch activities centred on education and inspiration to drive customer awareness and reduce the lead time from consideration to purchase.

Platform 195 created an integrated brand launch plan with performance driving assets at the heart. This included drafting initial tagines and concepts, developing promotional films, running Out Of Home (OOH) media and performance campaigns as well as managing PR for the launch. The campaign embraced a storytelling approach to harness the idea of the power of possibility. Much as kids believe that anything is possible, the campaign aimed to give the feeling that if we put our minds to it then great things, great changes, are possible.

The first stage was conceptualising a tagline – “We’ve Cracked It” – which created the basis for the look and feel of the creative campaigns and the company’s website URL, crackingenergy.com. This underlined the overarching theme that we can crack big challenges like adopting green energy by collaborating and believing that change is possible. Next a heartfelt promotional film was created to be shown on video on demand channels, backed up by performance marketing activities including paid search, social media advertising and OOH media campaigns that ran in key demographic areas. The content depicted real families and leveraged real home video footage to ensure a genuine emotional connection with the message.

These launch activities created buzz around the brand and led to a major increase in customer awareness. The OOH campaign alone drove an over 20% increase in brand search, and the PR activity delivered over 100 pieces of press coverage in both trade and consumer press, including The Guardian, The Sunday Times, Daily Express, Autocar and House Beautiful in just two months.

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