As we are celebrating a year since the REC became operational, we took the opportunity to speak to our valued REC Service Providers, including Annette Booysen from Crimestoppers and Eleni Andronicou from BH&P to see what stood out for them over the past year, and what stakeholders can expect over from the service and marketing over the next year and beyond.
It’s been a busy 12 months across the Stay Energy Safe brand and Energy Theft Tip of Service (ETTOS), which are delivered by Crimestoppers and BH&P to help tackle energy theft by increasing the general public’s awareness and ability to report suspected energy theft cases. We have run a number of key campaigns in the last 12 months which include:
‘Tick Tock’ Video launched in October 2021 across YouTube, social media, and paid social
Reach: 7,000 views on YouTube and 40,000 people on Facebook
Impact: There was a 42% increase in ETTOS online form submissions and a 28% increase in calls in November 2021, and although the conversion rate dropped from 48% to 38% month-on-month, more reports were disseminated in November than the previous seven months, and volumes have continued to increase in the seven of the eight months that followed up to July 2022.
‘Tick Tock’ radio campaign launched in November 2021 in the North of England covering Manchester, Liverpool, Bolton, Newcastle
Reach: 1.7m Impact: We saw an average increase in ETTOS online form submissions of 200% from the cities targeted.
‘Tick Tock’ Google Display Ads launched in January 2022, with the aim of increasing awareness for Stay Energy Safe by reaching relevant audiences
Reach: 270,000 people Impact: This activity contributed the increase in ETTOS online form submissions we saw in January and February 2022. Conversion rates were also over 90% in these months.
‘Tick Tock’ radio campaign that ran in the South of England launched in January 2022 covering Portsmouth, Southampton, Plymouth, Bristol
Reach: 1.6m Impact on: Though we didn’t see a direct impact on reports from this region it was a great channel for education and raising awareness of energy theft and the dangers it. As long as people know about it, they know to look out for it and it’s on their radar.
‘Tick Tock’ Out of Home campaign was launched in February 2022 in Manchester across train stations, the metro link and bus stops
Reach: Approximately 500,000 people Impact: We saw and 8% increase in ETTOS online form submissions from the Manchester area.
SEO completed in April and May on the Stay Energy Safe website
Impact: We have seen a 16% increase in organic ETTOS reports year on year.
New research video launched in June 2022 on YouTube, and a landing page was created in July 2022, this was linked to from social media posts in August
Reach and impact: As this is a recent campaign, we are still awaiting the data to analyse the success of the video and website changes.
Contacts and Reports achieved in the last 12 months
The ETTOS has received 13,994 contacts in the last 12 months (up until July 2022), which has resulted in 8,289 reports, and 9,129 disseminations (some reports refer to more than one supplier). This represents a growth in contacts of 21.3%, a growth in reports of 21.6%, and a growth in disseminations of 19.5% compared to the same period in 2020-21.
Looking ahead to the next 12 months
Our plan for the next 12 months is to reach new audiences. We are proposing to use both mass media and tactical campaigns on social media and we also have a student campaign going live in September that includes press, social media and Google display ads. Our website content, and wider messaging, will continue to raise awareness of energy theft as a crime, as well as educating people on the dangers it poses, and how to spot it. The aim of this activity will be to drive information (through ETTOS reports), as well as to act as a deterrent during the cost-of-living crisis, and beyond, as more people may be tempted to try and save money in more ‘creative’ ways, without understanding the dangers.
October to December 2022 focus
During this period, we will focus on existing content to maximise its impact across different channels. In light of the worsening economic climate, alongside the seasonal trends, which will bring more people bigger financial challenges this year, we will create supporting assets to address relevant and current issues. Most importantly, we will continue to advise how people can get the support they need whilst educating them on the dangers of energy theft.
January to March 2023 - New campaign launch
Based on the research findings and the current economic climate, we will be creating a new campaign entitled ‘Danger!’. At brand awareness level we will focus on the danger and safety messaging and on a tactical campaign level, we will focus on educating people on how to spot the signs, what to look out for, so they can pass on any suspicions of energy theft they may have. We will look to include evidence-based facts and real-life stories i.e., did you know 10 in 20 gas leaks are caused by meter tampering? We welcome any statistics that the energy sector can provide here which will be invaluable to help engage the public and make the issue real.
Looking ahead towards 2023/24 We have already begun planning for the next financial year, and will be looking to create new campaigns, and target new, wider demographics and audiences. We will also be researching new channels to further widen the reach of our messaging, so as to educate and protect more people, whilst also driving more information to our energy sector partners. Watch this space!
If you have any questions on this article or have any information that can further support Crimestoppers in their tackling energy theft campaigns, please contact our Energy Theft lead Aiyesha Andrade at theft@retailenergycode.co.uk.
