Title	GREEN LIGHT SIGNAL
Brand	NATIONAL GRID
Product/Service	NATIONAL GRID
Category	G07. Corporate Purpose & Social Responsibility
Entrant	EDELMAN UK London, UNITED KINGDOM
Idea Creation	EDELMAN UK London, UNITED KINGDOM
Production	SOLARFLARE STUDIO London, UNITED KINGDOM

Name	Company	Position
Stefan Ronge	Edelman	CCO EMEA
Mattias Ronge	Edelman	CCO EMEA
James Woods	Edelman	Executive Creative Director
Anders Hallen	Edelman	Innovation Director
Steve Malkerty	Edelman	Head of Conceptual Design
Eleanor Best	Edelman	Client Director
Charlie Gipson	Edelman	Associate Client Director

Why is this work relevant for Direct?

We targeted key influencers and policy makers with innovatively designed Smart Bulbs which harnessed the power of National Grid’s dynamic data on the input and output of energy consumption in the UK. When ‘Zero Carbon’ energy sources were operating in their particular location, data was pushed to low energy-consumption smart bulbs through an API, alerting the directly targeted recipients by turning green. By targeting these key individuals and helping them understand how to effectively change their consumption habits and reduce their carbon footprint, we were able to share their discoveries with the wider UK market and generate conversation.

Background

Ahead of their sponsorship of COP26, 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 actions which can and will be taken to make an impact. As one of the UK’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. Objectives: • Create awareness of National Grid’s commitment to and progress towards net zero • Build progress into the public consciousness.

Describe the creative idea (30% of vote)

Insight National Grid have a looooot of data. A lot. About all energy produced and all energy consumed, at any given time. And most people want to help battle 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’s live data from across Great Britain and used it to create a solution which would let consumers know how to make smarter energy choices at home in real time, so they could do their part for sustainable living? Idea Introducing The Green Light Signal. The low energy consumption lightbulb that glows green when the electricity supply at home is cleanest, letting people know in real time when they can turn on their dishwasher or charge their car, without negatively impacting the planet!

Describe the strategy (20% of vote)

Audience: Policy makers and the general public, especially GenZ (8 – 24) and New & Young families (24 – 44) Approach: If people know when the energy is available to them is coming from green energy sources, they are empowered to make choices that are better for the planet. In order to reach our target audience, we told a simple data story to start conversation, increase renewable energy use and show people that their actions do make a difference, at the same time as raising awareness of National Grid’s green energy ambitions. By meeting this audience where they were – at home – and offering them a practical solution to reducing their own environmental impact, National Grid were able to demonstrate that they are acting in real and robust ways. The innovative nature of the approach was designed to earn attention beyond the scope of the initial bulb roll out.

Describe the execution (20% of vote)

Activation: First, we had to create the working bulb. To do this, we linked National Grid data to smart bulbs through an API. Once linked, carbon footprint data could be pushed in real time, from servers to homes. A setting was made to change the colour of the bulb once zero carbon energy sources had taken over. Users’ location data was added on sign up, so when an area’s energy source was green, it ‘pinged’ the light bulb to go green. Implementation, Placement and Scale: Hundreds of green light smart bulbs were produced and circulated to celebrity talent, influencers and politicians around the UK, including the COP26 minister Alok Sharma. These were boxed up with a user guide so recipients had step-by-step instructions to get started with their bulbs, as well as handy tips for the kind of activities they should consider doing when they got the ‘green light’.

List the results (30% of vote)

237.8M total reach 750 Bulbs gifted to journalists, celebrities, social influencers, energy and sustainability opinion leaders, MPs, and FTSE 100 CEOs, including Admiral, BT, IHG and Unilever, COP26 Principal Partners. 18,708 visitors to the campaign landing pages. UK Prime Minister Boris Johnson picked up the campaign activation and championed the Green Light Signal with an installation outside the doors of 10 Downing Street, creating a powerful image which spread further awareness. Paid Ads: 10.8M Impressions 3M Reach 17.1 Link Clicks 3.2M Video Views Earned: 43 pieces media coverage 100% positive or neutral sentiment (80% above target) 88% of featured a spokesman quote 95% featured at least 2 key messages KPIs: National media coverage: 9 (3 above target) Broadcast Radio: 15 (9 above target) Tech & Trade Press: 12 (2 above target) Broadcast TV 2 (on target) Organic social: 135.2K Total impressions 8.2K Total video views 2.4K Engagements

Please tell us how the brand purpose inspired the work

There’s no issue more pressing at the moment than that of climate change – and energy use and consumption is at the heart of that. As the UK’s major energy infrastructure provider, National Grid are at the heart of the UK’s energy input and output and National Grid are committed to helping move towards climate zero. They have the power, data and insight necessary around carbon usage and sources – and they want to use that data to help drive energy use behaviours across the entire country, ultimately reducing its Carbon footprint wherever possible. By demonstrating to key influencers and policy makers how National Grid can use data and technology to change consumer behaviour, the Green Light Signal increases awareness and understanding of greener and more sustainable energy options, amplifying their voice on the topic and contributing to positive climate actions.