Eon-owned energy brand Powergen is rolling out a “Go Green” viral campaign that calls on people to name and shame colleagues and friends who they believe are not acting responsibly towards the environment when it comes to energy consumption.
The campaign, called Ecospy, has been developed by Publicis Dialog and is the first time an energy supplier has developed a user-generated content (UGC) viral campaign to promote energy efficiency. The initiative breaks this week and drives people to a specially created site – www.ecospy.tv – where visitors can outline other people’s energy consumption habits by answering a series of questions. Their friends will then be sent a unique stop-animation film based on the information provided.
The viral will be promoted through a series of initiatives including video banners (msn.co.uk, timesonline.co.uk, independent.co.uk and guardian.co.uk), site seeding on social networking sites and blogs.
The campaign aims to promote Powergen’s new Go Green product, which offers 100% renewable electricity and gas.