Want, or maybe need, a power nap? The Power Nap by UK energy company, OVO, has powers beyond revitalising an individual. The idea uses power nap desire (and the seductive voice of actor, James Norton) to foster behavioural change that will help households to reduce their collective carbon footprint on the planet. It also supports the desire of 48% of Brits to learn more about lowering their carbon emissions.
The Power Nap campaign, created by Saatchi & Saatchi and Goodstuff and Saatchi & Saatchi, is built around an innovative Alexa Skill, that uses live data from The National Grid and technology developed by Goodstuff and Assembly to help Alexa skill adopters shift their energy use to times when electricity in the grid is being powered by more greener sources and help cut carbon. People can simply ask their Alexa if it’s time for a Power Nap to find out how green the grid is and if it’s a good time to turn on their electric appliances at home. The Skill will also tell consumers whether there is a high, moderate, or low level of renewables being used to power the grid at that moment in time.
The campaign’s foundation is the insight that navigating energy usage can be complex according to time of day, day of the week, and the weather. Initially conceptualised by Goodstuff, it recognises that these complexities are major blockers in behaviour change. The platform makes it easier to instil green energy habits by giving real-time, relevant advice in the home environment where people can quickly make use of the Skill.
The creative from Saatchi & Saatchi borrows from the tone and tropes of popular meditation apps, with the Skill narrated by actor, producer and green energy advocate James Norton (of Happy Valley, Little Women and the 2023 stage adaptation of a Little Life). The Skill aims to provide a relaxing way for consumers to improve their energy literacy and knowledge from the comfort of their homes, while additional executions running across radio, social and Alexa display will also support the campaign.
Sarah Heavens, senior creative, Saatchi & Saatchi, commented, “Apparently Alexa has the answer to everything. So we decided to enlist their help in bringing to life the daily changes we can all make around the home that are better for the planet. This campaign is about using technology creatively to empower everyone to make more informed choices, wherever they are on their green energy journey. With some help from James Norton’s smooth voice of course…”
The work builds on previous Saatchi & Saatchi and Goodstuff campaigns – including The Energy Forecast and Power Move – that also used the live API data to help educate people on their energy usage, as part of OVO’s commitment to support consumers wherever they are on their green energy journey.
Alice Tendler, director of brand and marketing at OVO, stated, “Our new Alexa Power Nap Skill campaign, voiced by James Norton, helps empower households to understand their energy usage and the greenest times to use electricity. This is one example of the action we’re taking every day to find new ways to help make it easier for our customers to lower their carbon footprint with simple solutions.”
Genevieve Tompkins, chief client experience officer at Goodstuff, added, “The National Grid API is the tech enabler behind our vision for OVO; using media in a more climate-responsible manner, as well as providing messaging synergy for consumer behaviour-change benefit. And our OOH Power Move campaign in 2023 was just the start. By integrating our API with an Alexa Skill, we’ve made it easy for the British public to take action, by being accessible in all Alexa smart-speaker homes, activated via digital audio.”
Credits
Client: OVO
Advertising Agency: Saatchi & Saatchi
CCO: Franki Godwin
Executive Creative Director: Will John
Creative Director: Ali Dickinson
Copywriter: Sarah Heavens
Art Director: Neil Ritchie
Designer: Scott Powell & Lucien Bishop
Planning Director: Ophelia Stimpson
Planner: Bridget Moyle
Managing Partner: Jonathan Tapper
Business Lead: Sophie Degraft-Johnson
Account Director: Maddie Williams
Senior Account Manager: Louisa Pudney
Agency Producers: Chris Thomas & Barney Ferguson
Media Agency: Goodstuff
Chief Client Experience Officer: Genevieve Tompkins
Chief Strategy Officer: Paul Gayfer
Business Director: Selena Matthews
Planning Director: Shaun Loveridge
Head of Creative Media: Ketan Lad
Head of Audio: Sam Austin
Head of OOH: Roy Shepherd
Post-Production Company: Factory
Post-Production Producer: Beth Massey
Sound Engineer: Mark Hills
Talent Procurement: Beyond Talent
