For You Who Save

The objective, in line with many other governments internationally, was to raise awareness and give clear guidance during the ongoing energy crisis, helping people save energy.

With a growing number of people struggling to make ends meet, and many overwhelmed with high energy bills, it was important for the government to make a clear campaign with sound and trustworthy advice that could deliver on many levels and benefit the general public.

The campaign platform we developed for everyone saving energy around the country was “Til deg som sparer” (For you who save). A platform that highlights different ways of saving energy with fun and relatable campaign videos, from the young girl turning down the heat at home to our shower singer cutting his opera performance short to save hot water.

To support the campaign we also launched a site where we gathered the best and most efficient advice for saving energy. The campaign was built to motivate, while also giving people the tools and information they needed to save energy.

With the energy crisis already at a historic high, we needed a good overview of how our target audience felt and what measures they were taking. We commissioned focus groups around the country, led by our partners at Kantar. This was supplemented with insight reports from government agencies and academics.

Unsurprisingly, the general feeling among the public was one of being overwhelmed and stressed, with conflicting ideas about best practice in the face of rising prices for energy, food and housing.

Working closely with the client, we formulated a strategy to motivate and inspire people, not by communicating a crisis, but by painting an accurate picture of people doing their best, integrating energy saving tips into their lives and homes.

Bombarded with energy saving tips from many different private actors, our target group felt like they were already well informed about the many different measures, but at the same time feeling more and more frustrated about the measures not working. And while some were already well underway with saving energy, many were confused about which advice to follow.

Launching the concept “Til deg som sparer”, we developed a campaign profiling different people who have taken on the energy crisis and found creative ways to save energy in their everyday lives. Saving energy is not something you do once, it is a habit that has to be built over time. Our goal was therefore to motivate people to keep saving energy and turn the energy saving tips into habits.

We made five campaign videos with funny, motivating and relatable situations. We wanted to capture attention, entertain and teach people about small and big ways to save energy. The stories included the karate girl turning down the heat, the opera singer saving hot water, the dog owner investing in a heat pump and the young couple figuring out how to insulate with a sealing strip. We wanted to show all the real heroes of the energy crisis.

Together with director Johan Tappert, we brought in our friends at WeMake to produce the films.

We also created the platform sparenergi.no, with curated energy saving tips from leading experts at NVE and Enova. The platform was built to give simple, practical energy saving advice that everyone can follow, while also covering more advanced energy efficiency upgrades. We wanted to show how every measure you take adds up to make a big difference.

Together with Try Opt, we launched an advertising campaign in February that included Facebook and Instagram ads, contextual display ads, full-page ads in A-magasinet and video ads on platforms such as YouTube. The campaign also used paid search to reach people searching for energy saving topics on Google.

In March, the advertising effort was expanded with display ads in Amedia’s digital newspapers and on and around public transport in Norway’s largest cities. In total, the campaign reached 2.9 million people on social media, gained more than 2 million views on online video (YouTube, TV 2 Play, discovery+, Pluto TV) and received 12 million impressions on display ads in Amedia and Schibsted.

In February and March, sparenergi.no had more than 30,000 website visits.

Film production: Wemake and Johan Tappert

Report: Kantar

Mediaspend: Try Opt

Other public partners: Norwegian Building Authority (DIBK), Norwegian Environment Agency, Norwegian State Housing Bank, Statsbygg, Norwegian Association of Local and Regional Authorities