“Wasteful”: the creative approach chosen by the government for its energy-saving campaign
The government is preparing a major communication campaign to encourage energy saving. According to the government’s communication plan for this year, it will allocate 7.2 million euros to this institutional advertising campaign. With this budget, it will be among the five most expensive campaigns of the General State Administration planned for this year.
According to the Ministry’s estimates, this campaign will be launched in the last quarter of this year or the first quarter of next year. It will be present in the mass media (television, radio, Internet, press, outdoor…) and the government wants to promote the reduction of energy consumption, self-consumption and sustainable mobility.
To create the creativity for this campaign, IDAE (the Institute for Energy Diversification and Saving) has organised a selection process among several agencies. Among the participating agencies were Publicis, Kitchen, Somos R, RK People and NCA y Asociados. The latter was the winner of the competition, after receiving the highest score for its creative proposal.
The Ministry liked NCA’s campaign idea, which is based on humour and uses a light-hearted and friendly tone. The winning proposal introduces the creative concept “wasteful” and uses the claim “wasting energy is also a way out”. NCA’s execution achieved a near-perfect score of 69 out of a possible 70. No other agency came close to this score. The second highest scoring agency was Publicis, who came up with the slogan “The world is asking for it”.
The motto of the agency’s proposal selected by the Ministry of Ecological Transition is “You can also get out of wasting energy”.
NCA will have a creative budget of 377,000 euros for the campaign. Of this, 11% is expected to go to the agency’s industrial profit. The contract is to run for nine months.
The IDAE is currently in the process of selecting a specialised agency for the media buying for this major campaign, which will have a budget of around 7 million euros.
