The Carbon Trust : Octopus Communications

CARBON TRUST

BIG BUSINESS REFIT

Octopus was asked to design a campaign that would generate awareness of, and drive applications for, approx 4,000 energy efficiency loans totalling £100 million. It was also expected to help combat SME reluctance to take on additional debt at a time of recession by demonstrating the returns and positive business outcomes of loan-funded energy efficiency projects.

Our campaign was called the Big Business Refit, fronted by Dragon's Den star Theo Paphitis. The campaign was based on a call to action for British businesses to throw out their old gas-guzzling machinery and replace with new energy-efficient models. The campaign included a survey of 2,500 SMEs and the generation of a variety of content for broadcast and national media.

We generated more than 500 pieces of coverage across national and regional media in over 9 months, The campaign also resulted in interviews for campaign spokespeople on national TV and radio, and boosted visits to the Carbon Trust website by 500%.Over 1000 loans were awarded totalling £50 million.