Edelman London

ABOUT

As one of the Great Britain’s largest infrastructure providers, National Grid provide an essential service that we rely on every day, yet don’t “see”.

The public aren’t aware of the action being taken to move Great Britain towards net zero, and also aren’t aware of how the evolution of the grid means their own choices can contribute towards greener, more sustainable living.  

  Brief

National Grid wanted to create awareness and understanding of progress towards - and their commitment to - net zero.

They needed a positive story, focussing on the progress made to combat climate change inertia, and on actions which can and will be taken to make an impact. 

Objectives: 
Create awareness of National Grid’s commitment to and progress towards net zero 
Build progress into the public consciousness 
Help combat climate change inertia

Insight 
National Grid ESO have a lot of data. A lot. About all energy produced and all energy consumed, at any given time.  

Most people want to help combat climate change, but they don’t know how. They don’t have the information and feel the task is too big. 

What if we took National Grid ESO’s live carbon intensity data from across Great Britain and put it into people’s hands, enabling them to make smarter energy choices for the environment, at home in real time?
Idea 
Introducing The Green Light Signal.

The low energy consumption lightbulb that glows green when the electricity supply at home is cleanest and greenest, letting people know in real time when they can turn on their dishwasher or charge their car, without negatively impacting the planet! 

We linked National Grid ESO data to smart bulbs through an API. Carbon intensity data could be pushed in real time, from servers to homes.

A setting was made to change the colour of the bulb to green once zero carbon energy sources kicked-in.
Users’ location data was added on sign-up.

We used the LIFX smart LED lightbulb so anyone could purchase their own, make the API connection, and turn it into a Green Light Signal for their own home.

Influencers pointed consumers towards the campaign landing page, which showed them how.
Bulbs and user-guides were circulated to celebrity talent, influencers, key decision-makers and politicians around the UK, including COP26 minister Alok Sharma.
For accessibility and scale, our app ‘When to Plug in’ disseminates the same information via mobile.
Alexa and Google Assistant commands were also installed.
The campaign covered earned, paid, influencer, MP and stakeholder engagement.

MADEIT CREDITS

  • National GridClient
  • Anders HallenInnovation Director
  • Charlie GipsonAssociate Client Director
  • Eleanor BestClient Director
  • Emma ZadravetzProject Director
  • James WoodsECD
  • Steve MalkertyHead of Conceptual Design
  • Suzy SokerSenior Client Director
  • * Edelman
  • * Mattias RongeCCO
  • * Anders HallenDirector of Innovation
  • * Stefan RongeEMEA CCO
Annual 2022 SilverGreen Light SignalData Contributor:

Edelman has been a Contributor since 1st February 2018.

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Green Light Signal

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