The Scottish Government has launched a new TV ad, through Story, to promote the Home Energy Scotland Hotline in partnership with the Energy Saving Trust.
Running until 14 March 2011, the ad is designed to encourage more people to contact the Home Energy Scotland hotline and website so that they take up the various packages and cost saving initiatives the Home Energy campaign offers.
Using stop frame animation, the ad features a house with a woolly hat being knitted onto it, urging homeowners to “use your head to stay warm and cosy”, providing a visual reminder that homes, like people, need to wrap up to stay warm. The ad is just one element of the Scottish Government’s campaign, which has run since November 2010.
Pauline Lamb, senior marketing manager at the Scottish Government said: “At a time when householders are dealing with some of the lowest temperatures in decades, this campaign is crucial to raise awareness of the help and benefits that are on offer from the Scottish Government through the Home Energy Hotline, positioning it as an essential one stop shop for information and advice on how to stay warm during these cold months.
“The Scottish Government has set targets of 42% CO2 reduction by 2020 and an 80% reduction by 2050. This campaign will make thousands of Scottish homes more energy efficient and ultimately contribute to helping us achieve these targets.”
“We are delighted to see that since the launch of the campaign in November, calls to the Home Energy Hotline have increased by over 200% week on week, with an overall increase of over 35% on last year so far.”
Dave Mullen, creative director at Story added: “We are delighted the campaign is performing so well. Although technically it was a tricky idea to execute, the reward for all the effort was a nice simple, uncomplicated and charming idea to watch. Some considerable credit has to go to the extreme knitter – Jeanette Sloan and also the patience of Ray Allan and the team at MTP.”
The 30-second TV ad was produced by MTP, directed by Martin Wedderburn and will run on daytime STV, Channel 4 Scotland and Channel 5 Scotland, with media planning and buying by MediaCom Scotland. The TV ad is one element of a comprehensive campaign, supported by direct mailings by Tangible and public relations provided by Golley Slater.