Changing the perception of energy management
Inspiring the nation to do more good.
The Nicest Job in Britain was developed with ethical energy consultancy UA. VIVA rebranded and repositioned UA in 2014, redefining and placing emphasis on their desire to help those who are already doing really good things. The purpose to ‘do more good’ was introduced at the heart of the business along with a clear coherent process highlighting how energy plus efficiency, equals more good.
Having charity at the heart of their operations gives them a point of difference in the industry. A point that has been leveraged much more extensively with the introduction of the purpose to ‘do more good.’ VIVA worked with UA to look at making more of an impact within the industry. They needed to do more than just talk about doing more good, they needed to go out and do it.
A nationwide search began to find somebody to become UA’s inaugural National Philanthropy Manager for a year. A role that would see them travel the country, visiting a different charity each week to help out in whichever way required. The purpose of the role, and the campaign, was to bring awareness to the many good causes in the country. As well as demonstrating how energy, in the form of an extra person, can be used to help those who need it most.
The campaign called out for someone to take on the job, with a generous salary, a £2500 donation to a charity of their choice and a range of other great perks including a branded car to travel around the country in. A promotional campaign video was released along with posters, and social media teasers before the job opened for applications.
The campaign was officially launched at a leading industry event with visitors asked to nominate potential candidates and charities to sign up to benefit from the job. By launching the campaign at an industry event, UA were the only company challenging perspective by showcasing the Nicest Job in Britain rather than simply selling product.
Candidates were then asked to apply online via a minute long video entry highlighting why they would be best for the job and which charity they would like the donation to go to. The application process drew in entrants from as far afield as Australia, Cambodia, Columbia and Uganda. Giving awareness to each and every cause, with charities communicating via social media to support various candidates. This style of public application was an innovative approach to recruitment, giving people a platform for creativity and attracting an incredibly high standard of applicants. All willing to state their case publicly as well as connecting with the causes they support. It also enabled candidates to showcase what they already do for charities in this country, inspiring others to think about what they too could do for those in need.
As a part of the criteria, applicants were encouraged to share their applications via social media and gain votes, giving the campaign a brilliantly wide reach and raising a great deal of awareness for all parties involved. A great sense of camaraderie emerged with like-minded philanthropists connecting with each other, in turn spreading the message of UA and the charities it helps.
British Gas are headline sponsors of the campaign, taking an active part in the selection process. Other supporters include Turkish Airlines, who donated flight tickets for the candidate to take a break during the year.
Thanks to the required application method, the campaign created its own content with singing, acting and creatively gifted candidates producing share-worthy video entries. This enabled the campaign to gain momentum through views, shares and votes. And after a hugely successful voting period, the applicants were whittled down to a shortlist of 8. All of whom were invited to a dedicated interview day with a panel of judges including leading UA representatives and British Gas Marketing Manager Felicity Ashley.
Applicants gathered at Edgbaston Cricket Ground in Birmingham and were asked by judges to explain why they would be best suited for the role in an impressive interview round. Friends and family were invited to accompany the candidates, all enjoying an evening of entertainment and a re-run of each application video before Luke Cameron was announced as the chosen candidate to take on the role.
Aside from the positive impact of the application process, just one week into the role, long-term benefits had already emerged. Luke visited the first charity, Resources for Autism, and took part in active group sessions aimed at improving the confidence and social skills of autistic young adults. He also educated those working at Resources for Autism about their charity entitlement to Google ad words grants, which is something that they are now working to put in place to benefit them for years to come.
The strategy was launched in September 2014, the role itself kicked off in January 2015 and press coverage has been continued throughout this time. There are plans for the campaign to be repeated nationally in 2016 and international talks are also taking place in view of creating similar charity-focused projects elsewhere in the world.
Back in January of 2015, the campaign made the shortlist for a cause-related prize at the 2015 Drum Marketing Awards.
It’s amazing to be recognised alongside some of the best campaigns in the country, all striving to make a positive difference.
“I’m so proud of the new brand that has been created for ua. Our new positioning encapsulates exactly who were are and what we stand for. This has been demonstrated in one of the most exciting initiatives i have even been a part of. The nicest job in britain has not only highlighted some of the great charities we have here in britain, but it has brought together some great people and great businesses – all of whom share our ‘do more good’ attitude to business and life.”
William Campbell, Commercial Director, UA
“Our business energy customers in the third sector tell us that every pound saved, from their energy bills or other overheads, can mean the world of difference to those who benefit from their help and support. We’re passionate about helping all businesses and organisations to reduce their energy costs and find ways within their means of becoming more energy efficient. British gas also support social causes across the country, so getting involved with this campaign seemed a natural fit. We encourage people to apply to this fantastic opportunity.”
Stephen Beynon, Managing Director of British Gas Business
“As soon as Luke arrived at GWAAC he was full of energy and ideas to help the charity and team. Throughout the week, Luke got stuck into everything we threw at him from producing a marketing plan for a campaign to grass roots fundraising with a collection bucket. He was a great asset to have, we only wish we had had him a bit longer!”
Ella, Great Western Air Ambulance
“It was great to have Luke with us for a week. He took part in our office cake sale, helping to raise over £600, he met with volunteers and families on a neonatal unit and got involved with distributing tiny knitted items for premature and sick babies. We really enjoyed having Luke here and valued his support.”
“It was great to have Luke with us as his first charity. Luke helped us get to grips with social media and google ads. He brought energy and good humour and I hope left with an insight into a small organisation making a big difference.”
Liza , Director at Resources for Autism