Winter Tips campaign

Four delivered The Department for Energy Security and Net Zero's (DESNZ) It All Adds Up campaign to encourage households to take small, practical steps to cut their energy use and bills, from turning down a boiler's flow temperature to washing clothes at a lower temperature. Launched at the peak of a cost of living crisis, the campaign landed at a moment when household energy costs were front of mind for millions across the UK. Energy-saving advice, though important, is easy to tune out most of the time, but it’s a real topic of conversation in the moment people actually feel the cold and reach for the thermostat. Our task was to get ahead of that moment: to reach audiences before winter set in, so households could make the small changes that would help them start saving from the very beginning of the cold season, rather than waiting until bills had already started climbing.

We worked closely with media agencies Mindshare (media strategy) and Omnigov (buying). Creative content was dynamically adapted using real‑time temperature data. On colder days, messaging focused on reducing boiler flow temperature to save money. In milder weather, messaging shifted to preventative measures such as boiler servicing. Dynamic visual cues, local temperature data and geo‑specific headlines strengthened relevance and immediacy.  

By linking the media itself to real-world temperature, the campaign turned a broad public-information message into a timely, contextual nudge. It reached people at the precise point of behavioural relevance and made the idea at the heart of the campaign, that it all adds up, impossible to ignore..