We’ve just launched a new integrated campaign with ESB Networks to help the Irish people better understand a vital but often technical topic, Demand Side Flexibility. This is the idea that when we use electricity matters, and by making the most of off-peak times, we can all take a little pressure off the electricity network.
Rather than relying on industry jargon, the campaign boils it down to a simple, human truth: It’s simply a matter of time. Highlighting that by shifting high-energy tasks to off-peak hours, like checking the time before putting on a wash or charging an EV, consumers can collectively take the pressure off the national electricity network.
The creative platform uses a distinct split-screen format to demonstrate how these small, mindful changes fit seamlessly into daily life. To ensure the message reached every corner of the country, the agency developed three bespoke executions tailored specifically for Home, Farms, and Businesses.
“Demand Side Flexibility is a complex concept, but the solution is actually very human and simple. Our goal was to show that by making small, simple changes in our routines, we can all have a major impact on the grid. And we used a split-screen device to keep the message clear and distinctive across every format”
Sam Moorhead, Creative Director, Connelly Partners
The fully integrated campaign is live across VOD, OOH, DOOH, and Radio, supported by a comprehensive suite of social-first assets including 9:16, 4:5, and 1:1 formats.
Read more here.
