Fuel Your Imagination

OVO’s Energy Forecast uses AI to lift the lid on Britain’s energy habits

The out-of-home installation at Euston station uses generative AI and API data to offer live insight and interactive guidance

Georgie Moreton

Deputy Editor, BITE Creativebrief


Energy company, OVO has unveiled the first campaign for Euston Station’s new 60m motion billboard, ‘The Energy Forecast’ which gives insight into how Britain is using energy in real time.

The new campaign uses generative AI and API data to give live insights into Britain’s energy habits, offering interactive guidance and advice to help customers cut CO2 by using energy when the grid is greener.

Based on the insight that a majority of Britons know that the way energy is used can help reduce climate impact, the campaign aims to help people better understand how this can work in practice.

Where 42% of Brits believe that Britain only gets 10% of its electricity supply from zero and low-carbon energy sources, while The National Grid Group research finds this figure to be closer to 55%, this campaign aims to better educate audiences on energy usage and close the misinformation gap to help create a more efficient grid.

Created with the help of Saatchi & Saatchi, ‘The Energy Forecast’ provides a live view into how people are using energy powered by data from the National Grid ESO.

The campaign makes energy usage more understandable by bringing the data to life with everyday personal moments showing how small changes can have a significant impact when it comes to reducing carbon emissions, such as:  “60% of us have switched to air fryers. Green curries have never been greener” and “Almost 1 in 4 control their heating with their phone. Being smart is now cool. Or warm. Totally up to you.”

The campaign secured exclusive placement on Euston Motion+, Europe’s largest indoor advertising screen with the help of media agency, Goodstuff. The Motion+ spot is supported by holistic placements throughout Euston Station and supporting connecting stations, tactical placements across Network Rail will run alongside the Motion+ spot supporting wider OVO messaging, putting the message front and centre for commuters.

OVO, Saatchi & Saatchi, Goodstuff, JCDecaux UK and Network Rail collaborated to design, develop and execute the campaign.

The campaign builds on the ‘different angle’ creative platform launched last year, and the industry-first digital billboards launched in September 2023. The campaign used real-time data to ensure OVO’s ads only appeared when the National Grid ran on renewable energy.

"This epic new media opportunity brings together innovation and our mission to change the way the nation thinks about and consumes energy,” added Alice Tendler, Director of Brand and Marketing at OVO.

Using technology the campaign tackles an education gap, bringing to life energy usage for audiences, to help them better understand and optimise.


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