nPower

nPower approached us with an interesting challenge: how do you recruit Smart Meter Installers across the UK?

BRAND
Innogy
COUNTRY
UK
DELIVERABLES
Traditional Radio
We used smart data to target this recruitment campaign for Smart Meter Installers.

Strategy

We knew that nPower was a great career move, but how would we convince prospective engineers? We had to be succinct, and direct audiences quickly online to apply for the role.

We designed the whole campaign around two key pieces of insight. Live Radio reaches 57% of people travelling in their car and reaches 31% of people whilst at work, so our best way of targeting Gas Engineers was during the hours when they were more likely to be at work or driving to work.

The airtime was then planned around radio stations that had the highest index of that particular audience.

Result

“I was given some tough targets to hit for our Smart Metering recruitment campaign, and having used radio in the past that didn’t work, I was a little dubious about using this media again. However the guys at Red Apple provided me with confidence through their professionalism, knowledge of their industry and enthusiasm. And so our Radio advert journey began. I have to say it was pure brilliance in the way it evolved over a period of 16 months. This radio campaign produced the single most amount of applications over this period, which allowed us to reach our daunting targets. Very impressive!”

  • Senior Marketer, nPower