Invisible Monsters

The challenge

For most of us, who we get our energy from is often of little interest to us. In fact, we give it just eight minutes of consideration per year.

We’ve taken on the challenge of trying to make sure npower is the energy company that people positively think of during these eight minutes. How? By showing how npower genuinely looks out for its customers by providing useful information to make their lives easier and simpler.

Ahead of Carbon Monoxide Awareness Week, we found there was a real opportunity to increase the UK’s awareness of the symptoms and risks of carbon monoxide (CO) poisoning. Which, in turn, could ultimately help to reduce the number of preventable deaths each year from CO poisoning.

Our approach

Our approach has been to create content that npower customers find genuinely helpful and interesting. By providing answers to questions people are naturally searching for, npower is able to demonstrate how it’s looking out for its customers in a tangible way.

An early example is our carbon monoxide hub, launched as part of Carbon Monoxide Awareness Week.

Prior to launch, Propellernet conducted research into the UK’s misconceptions around CO poisoning. Shockingly, we found that despite 95% of the nation saying they know CO poisoning can be fatal, less than 6% were able to correctly identify the most common symptoms. We also found that more than a third of UK homes still aren’t fitted with a CO alarm (that’s approximately 9 million homes) and one in ten UK parents incorrectly think you can smell a CO leak.

It was clear there was a knowledge gap between awareness of CO poisoning, and understanding the risks, symptoms and potential causes. So we worked with npower to build a comprehensive 10 page content hub, providing a wealth of information around how to protect your family from CO poisoning. We then designed a creative and newsworthy PR campaign to secure coverage on a range of news and lifestyle sites, as well as to drive conversation around this important topic.

To raise awareness of something you can’t see, smell or taste, we enlisted six imaginative kids from Brighton and Hove to give the invisible deadly gas an identifiable persona. We then asked them to draw what they thought their CO monster would look like if it wasn’t invisible and filmed them describing how they thought it would move, act and even smell.

By creating a series of brilliant visual assets, including video content and a gallery of illustrated designs, we maximised media pick up and the campaign’s reach.

Our results

Where children are concerned it’s good to not have favourites, so we’ve shown them all.