THE ST LUKES TEAM AND OUR APPROACH TO

THE ST. LUKE’S TEAM AND OUR APPROACH TO THE GREEN DEAL • Core team [redacted] • Approach Our aim is threefold: to distill the complexity inherent in the Green Deal into a simple universally relevant promise; to define a branded creative idea that adds a compelling emotional element to the functional promise of the proposition (and that lives beyond paid for advertising into PR, social media, owned media etc); to create high impact creative with memorable language and art direction • Relevant experience – – – Campaign for Department of Business, Innovations and Skills and No. 10 Downing Street, aimed at stimulating small business enterprise, delivered in Print, Digital, Radio and Events. The campaign has created a platform for use by all partners in the public and private sectors. ( Account awarded Dec 23 rd 2011, Campaign launched Jan 23 rd 2012. ) Positioning development and advertising campaign for Home. Sun, driving domestic installation of Solar PV panels, financed by the Feed-in Tariff, delivered in Radio and TV Positioning strategy for all European markets for The Ampera, Opel’s market leading electric car and European Car of the Year. National campaigns for brands targeting people interested in home improvement (Littlewoods, Very. co. uk and IKEA) delivered across TV, Print, OOH, Digital, Radio and Social Media Greater London Authority campaign to drive participation in Mayor of London’s Summer Like No Other cultural programme as part of London 2012, delivered in Print, Digital, OOH and Radio “The team at St Lukes delivered a world class campaign for the Mayor of London's 'Summer Like No Other' programme. The work was innovative in approach, executed with finesse and true to their core idea. It was a pleasure to work with the team, they are passionate, proud and dedicated to making work a success. ” Dayna Slate, Senior Marketing Manager, Greater London Authority.

STRATEGIC CHALLENGES FOR ESTABLISHING THE GREEN DEAL • Distilling the complexity of the Green Deal into a simple, universally relevant promise The Green Deal is a necessarily sophisticated solution to a complex problem, and this creates challenges for communication. There are multiple benefits (financial, environmental and emotional) and complex mechanics to the scheme. Furthermore, we are addressing target segments with different motivations. The more you delve into the Green Deal, the more complex it appears. For example, the DECC research suggests that the best way to introduce the scheme is to begin with ‘The Green Deal can help you improve your home by installing measures like insulation without having to pay for the work up front’ – but this is misleading, and cannot be claimed in advertising. The challenge is to distill this complex scheme into a promise which is simple, but not simplistic. • Establish integrity in a market where trust is low An Energy Saving Trust survey showed that 46% of consumers believe tradesmen only make recommendations about energy efficiency to get themselves more work, and more broadly lack of trust in tradesmen is a big issue in the home improvement market. From experience in the free solar market we know consumers are initially sceptical of ‘too good to be true’ offers, and need significant reassurance. • Make the Quality Mark an absolute guarantee, not a loose endorsement Some marks (e. g. Change 4 Life) communicate a campaign’s agenda (to help people live more healthily in the long term) but the Green Deal Quality Mark will need to work harder than this. It needs to be an unequivocal promise (like the Soil Association’s Organic Standard or the Gas Safe Register) – that the measures will save more than they cost, that the work will be carried out to a high standard, that the assessment will be impartial. Although with such a complex scheme it is challenging, the communications will need to be clear and emphatic about the meaning of the Quality Mark. • Create talkability around the Green Deal brand The DECC brief acknowledges that the spend behind the campaign will not be sufficient, alone, to get 1 m homes to make Green Deal improvements. However, a creative device that creates conversation around the scheme will draw maximum value from the media investment. It needs to feel like a new way of doing home improvements, not a minor accreditation programme. • Connect emotionally to stand out in a functional category The kind of improvements made possible by the Green Deal are not, on the face of things, the most exciting. The home improvement media the advertising will run in will feature new kitchens and bathrooms, which home owners find more instantly gratifying (the HSBC Home Improvement Survey 2012 found that redecorating was the most popular project for 28% of people, with insulation favoured by only 2%). Energy efficiency improvements are less dramatic, and Green Deal communications will have to dig deeper to find the emotional drivers of these functional improvements (e. g. cosy-ness, the satisfaction of sorting out niggles, the self-congratulation of being canny, the pride of improving your home).

ROUTE 1: “GREEN DEAL WITH IT” • Simple promise: The Green Deal sweeps aside the usual worries and inertia that stand between you and a greener, cosier home Creative Idea: A more energy efficient home is within reach now that you can “Green Deal With It” • Create trust in the Green Deal mark as a sign of quality • The campaign creates an immediate and memorable language system that is both clever and direct. The language in the phrase Green Deal With It suggests that “all the usual worries” are easily overcome. This will quickly help to establish The Green Deal as an essential component in the implementation of quality home improvements. • Create high visibility on a limited budget The phrase Green Deal With It ensures powerful consistency across the entire campaign. As a phrase it can easily be used in partner communications giving increased presence. The language and art direction are bold, simple and impactful. • Communication of tangible benefits The phrase Green Deal With It applies to all the benefits of the deal. This means that The Green Deal is positioned to answer all the needs and concerns of the householder. The improvements covered by the scheme are usually things that are repeatedly put off because of expense or hassle. This campaign adds an element of urgency and action. Suggesting that The Green Deal is an answer to the problem of inertia. • Credible for target audience The Home improvements addressed by The Green Deal are very practical. The language of the campaign is true to this kind of work - both in the mind if the householder and the kind of installer involved in this work. • Likeability The campaign turns a government policy into vernacular language. This positions the deal as something that is truly on the side of the home owner.

Launch press © St. Luke’s 2012

Cash back press Targeted digital display © St. Luke’s 2012

Assessment press Partnership press © St. Luke’s 2012

ROUTE 2: [REDACTED] • A second route was presented, which has been redacted

COSTS AND TIMINGS • Costs – Route 1 – “Green Deal with it” Production: Photography and retouching 5 x master images, Studio costs for 2 x print master artworks, 3 x digital executions in 4 x IAB master formats Agency fee: Strategy, Creative & Account Management for idea development and campaign delivery Supply: Adaptation & repro to media schedule* (TBC) TOTAL *Allows for up to 30 unique size adaptations & repro supply to publication at [redacted] each • Timings w/c 17. 12 w/c 07. 01. 13 w/c 14. 01. 13 From 18. 01. 13 Approval of creative route & budget Copy amends, PPM & Image creation (shoot / animation) Retouching, Final sign-off & master artwork Supply to publications [redacted] £ 92, 300