New integrated PR campaign drives consumer savviness in the run up to Christmas
Electricity North West has partnered with Firework PR to drive the PR and communications for its consumer awareness campaign. The innovative concept was created by Firework PR and leads the integrated communications campaign focused around ‘Are you #switchedon?’. The campaign is designed to drive awareness and prompt action to encourage consumer savviness and showcase how this can result in savings of £117m in energy costs if every household in Britain switched off their electrical appliances off standby in the run up to Christmas.
Responsible for content, media relations and social media, Firework PR is also working with agencies Jaywing and Alchemy on digital creation and media planning, to integrate engaging infographics and an advertising and social media creative to support media coverage. Creative infographics demonstrate alternatives to what these savings could buy, including stats such as:
• 9.8 million Christmas crackers
• 78.5m packets of brussels sprouts
• 5.6m Decadent Christmas puddings
• 2.9m whole turkeys
• 1.9m 6ft Nordman Fir Christmas trees
• 38,000 families to Lapland for Christmas
Firework has also developed an interactive ‘Energy Persona’ test (try it out here!) which asks consumers to take 10 multiple choice questions – all linked to their energy usage – to establish which character they are:
• Energy Drain Jane
• Energy Steady Eddie
• Energy Busting Beth.
Michelle Lewis, Communications Director at Electricity North West said: “The Firework PR team has become a valuable asset on the various projects they have worked with us on over the past year. They complement our existing skill-set and operate as part of our extended communications team. When evaluating which PR agency to choose to spearhead this critical awareness raising campaign, they were a proven partner on every level.”
Clare Wall, co-founder and director at Firework PR, commented: “It’s exciting to be at the heart of such a creative and thought-provoking campaign. Electricity North West is renowned for excellent communications and to partner with their in-house team on this inspiring proactive communications work is incredibly rewarding.”
This is the second phase of the consumer awareness campaign, the first of which was launched in August. The third phase will go live post-Christmas and is part of an ongoing two year contract in which Firework PR will work closely with the award-winning internal communications team at Electricity North West.
Founded in 2012 by ex-London PR Directors, Andrea Hounsham and Clare Wall, Firework PR offers creative and focused PR communications consultancy with a flexible, cost-effective approach.