Active Building Centre

Power to the people: Revolutionising home energy

Our super-charged campaign got the UK thinking differently about EV charging for CleanTech pioneers, The Active Building Centre (ABC).

To achieve the essential cut-through, ABC needed top-tier media presence in key trade, vertical and national titles.

33
pieces of coverage
120 %
KPI
1.62 m
readership
465 k
online audience
19 k
online views

The challenge

The Active Building Centre (ABC) is a not-for-profit offshoot of the Government’s Innovate UK initiative. It aims to increase consumer EV adoption by transforming future homes into green charging points.

Pioneering what it calls an ‘active’ approach to buildings, ABC uses renewable technology and smart energy storage to turn the property into a battery which can power EVs independent of the grid.

With government funding coming to an end, ABC needed to catch the eye business and trade audiences to drive future investment in the programme and convince housing developers to adopt ABC’s active approach.

ABC wanted to work with a specialist agency that understood its multiple audiences (housebuilding, utilities and transport); The Think Tank had everything the company needed to raise its profile with a short, sharp PR campaign.

The solution

To achieve the essential cut-through, ABC needed top-tier media presence in key trade, vertical and national titles.

Previous in-house activity had been ad hoc and sporadic, so we started by establishing a consistent voice and strategy.

We capitalised on ABC’s charismatic and insightful academics, making them spokespeople for the centre and developing thought leadership content that explained everything potential adopters needed to know about ABC.

We simplified the language around ABC’s high-tech concept, using clear and concise language that made sense to people without a scientific background. With a limited budget to work with, and no case study content to use, we used newsjacking to secure coverage, responding rapidly to relevant topics in the UK news to ensure the campaign worked hard and delivered maximum value.

The results

The campaign exceeded all expectations, surpassing the original KPIs by 120%. This amounted to 33 pieces of coverage over a five-month period, giving ABC the media boost it was looking for.

ABC’s coverage hit all the right places. Spread across a mix of tier-one titles, ABC appeared in leading professional titles, including RIBA Journal and The Engineer, and commented in national press such as The Times and Raconteur.

As a result, ABC received an uptick in interest and enquires from the developer community, with prospective clients keen to see a demonstration of the company’s innovation in action.

33
pieces of coverage
120 %
KPI
1.62 m
readership
465 k
offline audience
19 k
online views








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