Introduction:

The Green Homes Concierge Service (GHCS) was a groundbreaking programme to help London homeowners and businesses reduce their energy consumption and, in turn, their impact on climate change. Following a successful pilot scheme, the GHCS was launched on 4 December 2007 with the aim of helping Londoners dramatically reduce their energy waste without the usual difficulties associated with home improvements. The scheme was launched by the London Development Agency and run by TEN UK.

Paratus Communications worked with Green Homes to launch the service in December 2007 and raise awareness of it in 2008.

The brief:

Our primary role was to secure significant national media feature coverage for GHCS to support other marketing activity (above the line, event attendance and direct marketing) and deliver clear key messages of an appropriate tone to drive London homeowners to sign-up for the Service.

To support that, we also developed a programme that created a halo effect that reflected well on all partners and the LDA/GLA and maximised all opportunities presented by GHCS partnerships.

The activity:

Our approach needed to appeal to the target audience of intelligent, knowledgeable Londoners who have environmental concerns and high disposable incomes required to make CO2-reducing changes to their homes. Research shows (NOP, IPSOS, TGI & Ipsos MORI) that whilst Londoners are motivated to reduce their carbon footprint – both at home and in their lifestyle – complex information, lack of time and practical challenges are barriers to actually doing anything about it. Our communications needed to reach them in compelling and relevant ways through as many channels as possible, demonstrating the relevance of the service to them, but without ‘preaching’.

The Results:

By developing a carefully targeted media relations campaign, we secured over 50 pieces of national and London-based coverage including The Guardian, Guardian Weekend Magazine, The Observer, The Times, The Evening Standard, Telegraph.co.uk and thelondonpaper, in the first three months of the campaign.

Broadcast coverage included BBC Radio London, BBC Radio 2 and ITV’s London Tonight. 96% of the coverage was positive or neutral. Precis evaluation measured the coverage to have an estimated advertising equivalent value of £300k. The campaign also generated over 55,000 hits to www.greenhomesconcierge.co.uk.

Media Slideshow: