The Energy Saving Trust Lightbulb Challenge

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The Energy Saving TrustLightbulb Challenge
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Aim of the lightbulb challenge

• Help reverse the negative impact of the mercury
  story
• Change the negative perception consumers have
  about energy saving lightbulbs
• EST to stop preaching create a consumer
  experience that encourages them to become
  advocates word of mouth is the most effective
  marketing tool

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The challenge

• EST consumer research and Green Ambassadors
  were telling us energy saving lightbulbs are
• Ugly
• Take ages to light up
• Do not come in different shapes and sizes

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Spot the difference Bluewater shopping
centre/NEC BBC summer festival

• 3,000 shoppers invited to take the Light Bulb
  Challenge
• 7/10 shoppers were confident that they would spot
  the energy saving light bulb before they did the
  test
• 53 per cent either got it wrong or could not spot
  the difference
• 64 per cent of people claimed to prefer the light
  produced by the energy saving light bulb

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Coverage
The Green Guide
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Where next?

• Take the lightbulb challenge on tour
• 18 shopping centres in geographic locations
  across the UK
• Get thousands of people to take up the challenge
• Create a national buzz can you spot the
  difference?

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What do we need?

• Support from members/a member of the Lighting
  Partnership Group

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What will the Lighting Partnership Group get?

• Association with the Energy Saving Trust
  independent, impartial and trusted
• Platforms to engage directly with 22,000
  consumers
• Raise awareness of your brand/products across the
  UK
• Regional broadcast and print media cut-through
  across the UK reaching hundreds of thousands
  consumers
• Corporate profile raising of your brand through
  EST corporate communications

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How much do we need?

• 75k
• What does this include?
• training, travel, event managers, assistant
  event managers, vehicle hire, riggers, rigging,
  expenses, accommodation, management fee and
  insurance, PR agency support

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The Lightbulb Challenge at Bluewater Shopping
Centre