e.on’s Swedish arm, e.on Energispar, wanted to find out whether knowing how much electricity they were consuming would change their customers’ behaviour. Working with Forsman & Bodenfors, Gothenburg, e.on recruited 10,000 participants to take part in Sweden’s Largest Energy Experiment. Each person was given an app which connected to their homes and monitored their power usage. The data collected was then visualised in five different ways – one was a virtual battle between participants, another was a furry Tamagotchi, whose health depended on each user’s energy consumption habits. Results were captured on a data visualisation website to motivate people to monitor their progress. A PR campaign helped to spread wider awareness. Participants changed their habits and lowered their energy consumption by an average of 12%.
The brand partnered with energy solutions provider Wireless Maingate to develop a measurement tool, called 100koll, which displays energy consumption in real-time. A data visualisation website enabled people to monitor their progress. Users could see who had saved the most energy, identify which regions of the country were the best at turning off their device and compare their energy-saving efforts.
The five visualisations are well-constructed, simple ideas that immediately resonate with the public. It seems like there’s an option for everyone – perhaps a cute Tamagotchi character could persuade a child to turn his/her bedroom light off in the morning (in the UK alone, an estimated £140m [$213m] is wasted per year by people leaving lights on), whereas a Sims-style competition may appeal to the gamers amongst us. If people could actually see how much electricity they used it changed their behaviours.
The Power Saving Experiment was developed at Forsman & Bodenfors, Gothenburg by art director Anton Robsarve and Pål Eneroth, copywriters Jonas Enghage and Leo Magnusson, designer Magnus Almberg, planner Tobias Nordström, agency producer Stefan Thomson, account manager Anna Levegård, account supervisors Michael Yngfors and Stefan Rudels.
Web development was done at Society 46, Stockholm.