Delivery Speed

By simon | 03 January

Everyone knows the quicker you get your pizza from Dominos, the hotter its going to be and thus the better your Dominos experience will be. Unless of course you burn your mouth. But I digress.

It appears that despite the great campaign Greenpeace energy have developed here to highlight the issues of aging nuclear reactors in highly populated first-world countries, someone from the Miami Ad School Europe felt that the slower that the text and the images appeared on the screen, the more weight the message will hold.

Sure you could understand this if we were viewing harrowing images of past disasters but instead Greenpeace are trying to impact on us what COULD happen. The slow-mo retrospective simply doesn't work here and by the time you're half-way in, you wish you could reach for the fast-forward button. The message is urgent and to a degree the delivery should emphasise this urgency, not bore us to death. 

Inside the campaign are some good awareness ideas - nothing great - just good. The other significant flaw is that the whole campaign is suggesting German energy users abandon their nuclear-created power usage and revert to 'Greenpeace Energy' - but totally fails to tell us anything more about the Greenpeace Energy option. Do we need three minutes of doom in order to get us to switch to renewable energy? No. We just need to know how to do it, details of the source of this energy and most importantly, how it will impact our pockets. Horror stories from 24 years old aren't going to cut it; Gen Y, Z and to a degree Gen X too have lived with nuclear reactors for a long time - they're even part of our popular culture and have been relatively un-demonised (if that's even a word). After all, 99% of anyone under 40 knows what Homer Simpson does for a living.

Campaigns like this should deliver far more positive messages about the benefits of Greenpeace Energy - whatever it may be - and not try and rattle us with scare tactics. Asking consumers to make a fundamental shift in their patterns of consumption through fear can only take your message so far.