Jersey Electricity. Warmed by positive energy.

Get Jersey home-owners

Who want to future proof their homes

To switch to electric heated boilers this winter

By persuading them that electric heating is safer, cleaner, and more energy efficient for your home and planet. 

The challenge

Jersey Electricity wanted to incentivize Jersey home-owners to switch from oil and gas heating to electric heated boilers this winter. Happily, there was a golden carrot to urge them to make the switch - the Government of Jersey was paying 50% of the installation costs of a new electric boiler for 1,000 Jersey households.

Householders know that electric heating is the sustainable choice of the future as government regulations are due to evolve over the next 5-10 years to mandate certain health and safety regulations. But we had to give them a tactical nudge to motivate those customers waiting for the right moment to make the switch. We also had a wider brand objective to increase brand love and positive sentiment for Jersey Electricity as a public provider.

The truth

I knew that winter was coming and the cosier season is the perfect time to lean into positive vibes because it chimed perfectly with the sentiment of positive energy in the colder, darker winter months when it will resonate most strongly.

I also knew that in a troubled world the smallest deeds can make the biggest difference. You can’t single-handedly extinguish a raging wildfire, but your choices and actions still count. You have the power to make your footprint a little lighter, the future a little brighter, by heating your home with a clearer conscience. 

I wanted to offer the simple comfort of knowing that you are part of the solution, rather than the problem. Harnessing the good everyday deeds of ordinary people through the power of positive energy. 

You don’t have to be a saint, you just have to do a positive little something, and now it’s even easier: Jersey Electricity warms your home with positive energy. 

The idea

I developed a new storytelling platform called 'Positive Energy' which was designed to tap into human warmth, family values, home, hearth and community spirit amongst islanders.

I developed a campaign series of three winter films that are powered by positive energy. A series of feel-good shorts that warm hearts and homes throughout the long winter period.

Each one is a heartwarming short film where one of life’s little adversities is resolved with the power of human warmth and electric heating in the home. Each one of these stories reflects a different JE customer segment: Families, younger couples, empty nesters.

I developed a distinctive ‘Hygge’ feel for this campaign; warmth, cosiness and conviviality with friends and family; through a warm and inviting colour palette, soft textures and lighting, relaxed pacing, soulful music and hearty food.