PR
Research
Production & Videography
Utility companies in the UK have become faceless corporations and they don’t care about their customers. There are constant mid contract price hikes, the jargon they use is confusing and you can never speak to a person. Utility Warehouse therefore challenged us to show the UK that they are ‘doing bills differently’ with a people first approach and by bundling bills together making it much simpler and cheaper for their customers. Utility Warehouse believed that bills shouldn’t be leaving you confused every month and wanted to show the UK that there was a different way to do utilities.
Our research showed us that bill payers up and down the UK are left confused every month by their bills and often feel that they don’t have a choice as all providers are simply the same.
So to help the UK see their utilities differently and a little clearer, we launched the Utilit-Eye test. The test consisted of reading glasses made from recycled bills of our big competitors as well as unique sight test boards which, as you read, reveal the bad behaviours we have come to expect from our utility provider. We used this mechanic to show that with these new Utilit-Eye Test glasses, you could see your utilities differently and discover that Utility Warehouse may be the answer to simpler bills!
To further drive the messaging, we worked with Utility Warehouse Partner, Clare Hingot to create voxpop content on the streets of London where she asked people what they thought of their utility bills. She wore giant versions of the sight board and encouraged the public to wear the eye test glasses and see if they could read the board - ultimately revealing the behaviours we have all come to know and dislike from utility companies.
We launched the test with a news story, video assets of Clare’s voxpop’s and strong research highlighting the issues with our utilities. Our research showed that two thirds (67%) of Brits don’t fully understand their bills and 70% don’t read them at all but hopefully with the Utilit-Eye Test, the UK were able to see that there is a different and clearer way to do utilities.
The campaign launched at the end of January generating 208 pieces of coverage reaching an estimated 750k views with a total audience reach of over 1 million. This even landed across 8 national titles and the social content featuring Clare on Utility Warehouse’s Instagram received over 160k views
