From Awareness to Action: 75% Backed National Grid After TV-Led Campaign
The Brand
National Grid is one of the largest investor-owned energy companies in the world. Its role is crucial in connecting people to the energy they use – safely, reliably and efficiently.
Today, National Grid is at the forefront of the most significant overhaul of the UK’s electricity grid in a generation. It will transform the grid into a modern infrastructure capable of delivering cleaner, more affordable energy to the nation.
Together with M+C Saatchi, we developed a single unified theme for the transformation, naming it, ‘The Great Grid Upgrade’ TGGU.
The Challenge
Completion of ‘The Great Grid Upgrade' hinges on one critical factor: public support.
Our challenge was to not just raise awareness, but to shape the narrative, increasing positive sentiment towards the project.
The creative strategy linked the upgrade to everyday life, such as making a cup of tea.
We targeted ‘climate-engaged’ advocates, who were most predisposed to spreading positive word of mouth.
With no video assets, our media strategy prioritized high dwell-time, low carbon channels across OOH, Print, Digital, Social, Radio and Podcasts.
Following this, research revealed that Phase 1 significantly built awareness, but we needed deeper emotional engagement to drive positive sentiment.
We proposed Phase 2 incorporated use of AV channels to provide a deeper depth of messaging, with richer content and storytelling.
Strategy
The climate engaged were generally light TV viewers, so we optimised with a mix of AV formats – linear, BVOD, CTV and PVOD.
We launched September 2024 with a 40” commercial to help ‘tell the story’, followed by a shorter form 20” spot to add frequency.
AV became our lead channel with added support from radio and podcasts to assist in building incremental reach and frequency.
Results
Increase in 'Climate Engaged' Audience Awareness between Phase 1 and Phase 2
Increase in Positive Sentiment following the TV-led Activity
Of those reached expressed willingness to consent to local infrastructure projects
