Case studies
CASE STUDY - NON-ENDEMIC
Smart Energy GB x Iceland & The Food Warehouse
CHALLENGE
Increase awareness and uptake of Smart Meters among cost-conscious consumers while integrating a non-endemic brand into the Iceland shopping experience in a way that felt natural, relevant and enhanced the customer journey.
SOLUTION
Delivered a fully integrated campaign across in-store and digital touchpoints, with creative messaging tailored to the shopping environment, for example phrases such as ‘You could make some cool savings..’ in freezer aisles. Phase 1 focused on in-store media such as digital screens and fridge and freezer stickers whilst Phase 2 expanded reach through CRM, including social media, push notifications and gamification.
RESULTS
The campaign exceeded expectations, achieving 100.6% of its total impression target during Phase 1 alone and delivering 143% of overall campaign KPIs, demonstrating the effectiveness of the integrated partnership.
Our first year of partnership with Iceland & The Food Warehouse garnered some excellent results, in particular for upper and mid-funnel performance metrics. Through working closely with Iceland and GIG Retail, we were able to understand how we should position our campaign messaging with this new audience, using multi-faceted assets in the Iceland ecosystem to drive awareness and engagement. From bespoke in-house evaluation and econometric modelling, we could see the partnership was engaging our target audiences, improving campaign recall and driving consumer action. We have now agreed to extend our partnership into a second year, where we can hone our messaging and look towards lower funnel metrics.”
Sam Massink, Smart Energy GB
