Our Invisible Monsters campaign for npower set out to raise national awareness of the dangers of carbon monoxide poisoning, and answer the question, "How do you draw attention to something you can't see, hear or smell?"
2,124% increase in traffic
409K video views
25 pieces of quality coverage
To help reduce the number of preventable deaths each year from carbon monoxide (CO) poisoning by raising national awareness.
To demonstrate how npower genuinely looks out for its customers.
We used search listening to inform npower’s carbon monoxide content hub, launched as part of Carbon Monoxide Awareness Week to help people protect themselves and their families.
A range of PR hooks were built around consumer research that explored the UK’s misunderstandings of CO poisoning.
To raise awareness of something you can’t see, smell or taste, we designed a creative campaign, including video content and a gallery of illustrated designs, that we knew would engage the public, maximise media pick up and extend the campaign’s reach.
Driving reach, engagement and consideration:
Traffic increase of 2,124% to the CO hub on npower.com.
25 pieces of press coverage in total (23 online), across quality national and regional news, lifestyle, health and parenting media.
197,000+ video views on YouTube.
212,000+ video views, 150 likes and 140 shares on Facebook.
Over 450 likes and 100 shares for the carbon monoxide monster images on Facebook.