Scottish Power: 'Be Smart' Experience

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Research & Development

Client direction placed an emphasis on 'innovation' and 'new ideas'.

It was clear to me that my approach to the project could not simply be another addition to the Scottish Power application suite.

Early "How might we" and brainstorming workshops proved useful, allowing my ideas to take form whilst maintaining an air of looseness to what the end product could potentially be.

The research helped to establish an interesting market; the modern busy individual - particularly families with young children. Evidence suggests that the majority of modern parents do not feel like they have enough time to effectively manage the running of the house nor get to spend adequate time with their children. It did not come as a surprise then, that Scottish Power has seen a significant dip in customer base within this market segment.

During the research phase I couldn't shake the idea of going big.

Public installations have the power to captivate users attentions during their normal day-to-day experiences. Appealing to users in this way could increase brand and message retention significantly, alongside creating a memorable experience that users would recall being provided by Scottish Power - increasing brand awareness.

From here, I decided to go with a recurring idea I had been playing around with; a nationwide event targeting busy families who have previously been unable to find time to learn about Smart Products.

Placing these events at Museums and Science Centres gives the family a day-out destination, whilst allowing the parent(s) to find out more about the benefits of Smart products, Scottish Power and tips on how to reduce their energy consumption.

The final strategy consisted of advertising across numerous channels in both short form video and audio; the creation of a Smart Energy quiz website with CTA prizes; and a gamified experience developed in Intuiface for use the events themselves.

Embedded within the gamified experience is official content from Scottish Power and Smart Energy, as well as browser windows that allow users to browse the companies respective websites and find out more about what they have to offer.