The campaign, below-the-line elements of which have been created by Tullo Marshall Warren, aims to encourage consumers to save 20% of the energy they use every day by taking a number of simple measures such as switching off their lights, turning down their heating and insulating their homes.
A key part of the work is a campaign landing page, which TMW's new media arm, digitalTMW, has built into the Energy Saving Trust's website, inviting consumers to learn more about how they can make savings on energy bills and to help prevent climate change.
Jon McGowan, head of consumer marketing at the Energy Saving Trust, said: "The creative route taken by TMW supports the call to action and encourages us all to save 20% of the energy we use every day. It gives the Energy Saving Trust a flexible creative strategy, which we are using across a range of activities and media channels."
Additional elements to the campaign created by TMW are a direct response fulfilment pack for callers to an 0800 hotline, plus promotional material for Energy Efficiency Advice Centres including local press adds, posters and merchandise.
Via the landing page visitors can access a "shopping list" showing them the different ways in which they can implement energy-saving measures and complete a quick energy quiz that reveals how energy obese they are, with respect to their household energy habits.
TMW also created a variety of banners, buttons and skyscrapers for online advertising. The generic "Save your 20%" advertising is being used on websites such as ValueClick, AOL UK, eBay, MSN and Yahoo! to drive traffic.
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