Kommando deploys thermal NomadiX to highlight Government heat loss message

Kommando has been involved in this winter’s shopping centre tour promoting the Government Funded Initiative, Home Energy Scotland (HES). Kommando teamed up with Government appointed agency Story and together they constructed an informative and interactive marketing campaign which demonstrated the potential energy savings that every household could make through adequate insulation. Before this campaign commenced the government’s insight revealed that two out of three Scottish lofts didn’t have enough insulation and around 40,000 homes in the Grampian region could be eligible for free insulation. Just one call to the relevant hotline could result in this being provided. Loft insulation alone can help people save up to £175 a year in energy bills, as well as helping the environment by creating greener homes.

Kommando and Story implemented an informative and interactive field marketing campaign consisting of a nationwide tour of shopping centres and popular supermarkets. There were 44 days of activity delivered in a six week period. The agencies were tasked to inspire and encourage consumers to speak immediately to advisors or leave contact information for follow up calls. Alongside promoting the importance of home insulation and associated energy saving benefits, the campaign was also aimed at raising awareness of HES’s saving tips, website and hotline. The advisors were central to the campaign. They have been helping locals insulate their homes for the winter.

The campaign co-ordinated with a TV campaign. The HES TV advert shows a man placing a woolly hat on his head after the voiceover states “When it’s cold you lose heat from your head…and it’s the same for your house…” The house behind mirrors the mans’ actions by putting a hat over its roof. Advisors have been assisted in demonstrating the full benefits and potential savings via Kommando’s NomadiX Media. The campaign utilised thermal imaging technology, courtesy of NomadiX Screenwalkers, to tie in with the message delivered by the TV advert. The innovative Screenwalkers were connected to thermal imaging cameras. Advisors demonstrated to passers-by where heat is lost from their bodies to prompt them into thinking about how heat is lost from their home and what they can do to help retain most of their heat. NomadiX screenwalkers were also used to relay key campaign messages (including playing of the TV Advert for recognition/ acting as a trigger or topic of interest).

The walkers were also used as a way of inviting consumers to the stands to speak to HES representatives. Additionally, teams operated iPads (connected to the walkers) which provided quick demonstrations of home insulation and encouraged people to enter into a prize draw and/or leave their contact details for a call-back from a HES advisor. At stands, consumers were also given the opportunity to enter a competition for energy saving and environmentally friendly prizes including kitchen appliances such as kettles and bread makers.