A New Era in Energy Communication
In a groundbreaking move, OVO Energy has unveiled a state-of-the-art advertising campaign at London’s Euston Station, introducing the public to ‘The Energy Forecast’ on Europe’s largest indoor digital-out-of-home (DOOH) screen. This 60-meter motion billboard represents a significant leap in how energy consumption is communicated to the masses.
Harnessing AI for Sustainable Energy Use
The core of OVO’s campaign lies in its ingenious use of generative AI and real-time data from the National Grid ESO. This technology provides live updates on the UK’s energy usage, offering practical advice for reducing carbon footprints by aligning energy use with greener grid times. This approach marks a first in the industry, combining cutting-edge technology with public environmental awareness.
A Joint Venture in Conscious Advertising
OVO’s initiative, a collaboration with Saatchi & Saatchi, Goodstuff, JCDecaux UK, and Network Rail, aims to reshape public perception of energy use. The campaign builds on OVO’s ‘different angle on energy’ ethos, making energy consumption relatable through visualised data and everyday scenarios. The creative strategy is designed to guide the public in making eco-friendlier choices seamlessly integrated into their daily lives.
Changing the Narrative on Energy Consumption
Alice Tendler, OVO’s Director of Brand and Marketing, underscores the campaign’s ambition in altering national attitudes towards energy use. The project moves beyond traditional advertising, aiming to instigate behavioural change through interactive and informative content. Franki Goodwin from Saatchi & Saatchi commends the campaign’s unique application of AI, aligning seamlessly with OVO’s innovative brand vision.
Setting New Standards in the Industry
The campaign not only positions OVO as a leader in tech-driven media strategies but also sets a new benchmark for digital advertising in the energy sector. Genevieve Tompkins from Goodstuff highlights the pioneering integration of data and creativity, a sentiment echoed by Chris Collins from JCDecaux UK, who acknowledges the role of digital Out-of-Home platforms in creating immersive consumer experiences.
A Step Towards Greener Choices
OVO’s ‘The Energy Forecast’ campaign at Euston Station marks a significant advancement in how energy providers engage with the public. It stands as a testament to the power of collaborative innovation in driving sustainable change, effectively turning everyday commutes into opportunities for environmental education and action.
