M&S.
Marks & Spencer is one of the UK’s leading retailers, selling clothing, home products and food and drink. We've been working with them in order to help them save energy throughout their 600+ stores by engaging their 75,000 employees to become more energy efficient.
Captain Energy leads the fight to save energy in M&S stores.
Successful campaign throughout all stores.
Audience.
Sustainability, environment, save energy, turn the lights off… yawn. M&S wanted to save money and help the environment with their Plan A campaign which aims, among other things, to reduce energy used in stores by 25%.
Challenge.
To get employees to sit up, take notice and break their energy-wasting habits we needed something special. Something out of the ordinary. Something larger than life. Or, maybe someone … who wears his pants on the outside. A superhero: Captain Energy!
Insight.
We injected humour and colour into what would otherwise be an uninspiring call to save energy and money. With behavioural change central to our strategy, we created easy to understand ‘routine maps’ that help employees identify opportunities in their day-to-day roles where they can prevent wastage.
Result.
Captain Energy stickers near power sources and appliances act as a memory prompt to ‘switch off to save the world’ and a Captain Energy ‘Agony column’ is a must-read for tongue-in-cheek tips on love, life and energy saving. It’s a difficult mission, but Captain Energy will not rest until saving energy is second nature to everyone!