Andel Pitch

Brief: Developing a campaign concept for Andel aimed at encouraging people to flatten the energy consumption curve by distributing their energy use more evenly throughout the day.

Concept: The idea was simple: get people to make changes where it’s easy – no extra effort required. Based on our research, we identified nighttime laundry as the biggest low-hanging fruit. By encouraging people to run their washing machines at night, we could significantly help flatten the energy consumption curve.

The campaign targeted families with in-home washing machines – a group with both the means and the flexibility to shift their habits without inconvenience.