Esquire Magazine’s fun new voice-interactive iPad app launched this week. And we also shouldn’t ignore the new voice-interactive ad network Nuance, a service which you probably should know about. But for us, it would be worse to not celebrate a fantastic mobile-led behavioural change campaign over in Sweden, created by energy company E.ON.
The mobile-centric experiment started with 10,000 customers, who embraced the chance to see how they might change their consumption if given a little help. So, EON built an app which would visualise their energy use in five different ways. This included showing coins frittering away in real-time as energy was used; a virtual sim-city style battle between participants; a spending coach to spur users on to save; and a tamagotchi critter, who died if not enough energy was being saved. The campaign was backed online by a data visualisation feast, showing energy use, the top savers, and comparisons to similar households. A social element allowed people to share their best energy-saving tips, and these went on to form the content for outdoor and TV spots.
By drawing on people’s self interest of saving money, and concerns for a greener future, E.ON were able to use mobile to grow out a comprehensive integrated campaign which made a real difference: Participants saved an average of 11% each. Powerful.
