Scottish Government: Make your winter feel like summer

This case study describes how the Scottish government used direct mailings to promote its free energy savings service to a difficult target audience.

Scottish Government: Make your winter feel like summer

Tangible (Edinburgh)

The team

Kim Wallace, Neil Ireland, Jane Neill, Trevor Pake, Grant McLean.

How did the campaign make a difference?

Making a virtue of an unseasonal message with a 'snowman on the beach' overcame cynicism, self-exclusion and low confidence among the target audience. This campaign reversed declining response rates with over 9,000 enquiries (4.4% response rate versus 3% target) and 1,617 qualifying households: an average fuel cost saving of £669 and 2.9 tonnes of CO2 emission savings per household annually.

What details of the strategy make this a winning entry?

The...

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