Sparking trust with Half-Price Weekends

ScottishPower entered 2024 facing an enormous challenge. Energy prices were at an all-time high, trust in major suppliers was plummeting, and customers felt abandoned during a worsening cost-of-living crisis. Despite being one of the UK’s leading energy providers, brand perception was at an all-time low. ScottishPower needed to take action - not just with another price cut, but with a bold, meaningful initiative that would not just challenge perceptions but make a tangible difference in people’s lives - demonstrating their true brand values. 

The solution? Half Price Weekends - an industry-first proposition offering customers 50% off their electricity every Saturday and Sunday from 11 am to 4 pm. More than just a discount, this was an invitation for consumers to take control of their energy use, save money, and embrace a smarter, greener future by shifting energy use to when there was less pressure on the grid. 

Delivered through a fully integrated national campaign, Half Price Weekends was spearheaded by Bruce the Butterfly, ScottishPower’s advocate for transformation. From national TV and radio to out-of-home (OOH), social, digital, and experiential activations, we made sure every household in the UK heard about the campaign.