Joy of Digital Award: OVO Energy’s ‘power nap’ with Amazon Alexa


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Published
May 1st '24
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April’s Joy of Digital Award goes to OVO Energy for its first actionable audio ad with Amazon Alexa, allowing users to tap into live National Grid data to work out whether appliances should take a power nap.

 

“Alexa, is it a good time for a power nap?” That’s what OVO Energy has been encouraging Alexa users to ask their devices this month as part of an environment-focused campaign to encourage people to avoid using their appliances during times when renewable power is low.

 

The partnership allows people to tap into live National Grid data to understand the levels of renewable energy being used to power the grid at that moment. And the voice delivering this information? None other than Happy Valley and Little Women star, James Norton, accompanied by calming background noises such as birds singing and a washing machine slowing down. The initiative is being supported by creative on social and Alexa screens, as well as a radio.

 

Commenting on the campaign, Joy, IAB UK’s Chief Digital Cheerleader and chair of the Joy of Digital Award, said: “I’m a big believer in a good power nap, so this campaign caught my eye immediately. But seriously, the core aim at the heart of this work is to make people more aware of the energy they are using and how small behaviour changes can maximise our use of renewable energy. That’s something we all need to get behind.

 

“I love how the campaign uses real-time insights, the power of smart speakers and a little bit of Hollywood stardust to elevate this vital message. Now, if you’ll excuse me, Alexa – is it time for a power nap?”

 

Joy created the Joy of Digital Award – which is presented monthly – to celebrate campaigns that embody the joy of digital and harness digital channels in innovative ways to enhance creativity, demonstrating a dash of something extra special when it comes to the execution.

 

The campaign was created in partnership with Goodstuff, Say It Now and Saatchi & Saatchi, with Sarah Heavens – Senior Creative at Saatchi & Saatchi – saying: “Where we came in was this idea that tech innovation is brilliant but it needs to feel human, it needs to feel relatable, entertaining and engaging.”

 

Zoe Bruton, Sales Director at Say It Now, added: “By using live data, Say It Now has enabled OVO to create an always-on campaign extension for consumers to gain a real-time insight into whether green energy is powering the grid or not. This is the first time contextual content has been added to a campaign like this and is a boundary-pushing advancement in Say It Now’s voice arsenal.” 

 

Find out more about the Joy of Digital Award and past winners here.

 

Source: IAB UK

 

About the IAB

IAB UK unites the digital advertising industry to champion innovation, set shared standards and make the complex simple by bringing together over 1,200 members from publishers, ad tech providers, agencies and brands. Learn more, here.

 

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