In November 2021, with the eyes of the world on Glasgow during the United Nations’ COP26, ScottishPower needed a powerful and positive PR campaign to raise awareness of its role in tackling climate change, helping the UK reach net zero emissions by 2050.
With an extremely busy media landscape, how could we cut through the green noise and gain consumers’ attention and support?
We reframed the conversation to focus on three things: Positioning ScottishPower as a key part of the solution, ; show real world action, not just ‘commitments’; make ‘net zero’ tangible for the average person.
Our approach saw us negotiate and deliver strategic partnerships that spoke to our audiences, created bold, eye-catching content with media appeal and turn action into memorable moments beyond COP26 to leave a lasting legacy.
We delivered a campaign of activity that would help us hit all of our key objectives:
— A strategic partnership with WWF to jointly call for further climate action from the UK Government and local authorities of the UK. We launched with an unmissable creative moment projecting the WWF Panda across ScottishPower’s HQ, which overlooked the COP26 venue and dominated the Glasgow cityscape
— We took over the ScottishPower HQ building with an interactive installation of the global warming stripes to show the change in global temperature over time
— Built excitement and media buzz in the COP26 Blue Zone amongst world leaders and decision-makers with solar-powered ScottishPower phone boxes so delegates could recharge mobile devices while learning about ScottishPower’s net zero actions
— Created the first Green Power List, celebrating inspiring green champions from local communities across the country
— Created a distinctive ScottishPower COP26 mural showcasing renewable energy in powering the UK’s zero-carbon future
As well as incredible social and media coverage, campaign impact was clear; increasing awareness of SP’s involvement with COP26 by 8% and its commitment to the fight against climate change by 11%.
ScottishPower Blowdown of the boiler house today in a controlled explosion at Longannet – Scotland’s last coal-fired power station.