Early market research identified the general public opinion on wind power. There were a number of general themes that needed to be addressed before the UK would adopt it as a perceived viable source of power From our discovery process, it quickly became known that public opinion was formed on a bedrock of emotion and biased opinion. Our task was to gently shift perception to a more balanced viewpoint, very much underpinned by factual storytelling Nine positioning strategies were developed to directly target the UK public's concerns. Alongside the positioning, we also developed techniques of delivering responses to arguments in a relevant format. This included: games, articles, interactive walkthroughs and editorial Since the Olympics in 2012, a sense of national pride has thankfully been restored. Our research suggested this should be harnessed to communicate the abundance of an untapped resource, married with Britain's engineering heritage. We decided to look back to project into the future. Our core goal was to drive traffic to the online resource and microsite. It was therefore very important to develop a striking campaign visual which told a story in a profound yet simple way. A number of concepts were drawn up to reflect this goal Britain's finest time within the Victorian period not only symbolised a massive growth in industry. It was also a very romantic period, where the uptake of art and culture grew with the UK people. Oil on canvas shows imagination, hard work, determination and technical ability. With this in mind, we commissioned an oil painting to be utilised as the primary asset of the campaign The resulting visual, inspired by Caspar David Friedrich’s key Romantic painting, “Wanderer above the Sea of Fog,” takes the audience back to a period of great romance and nostalgia. It then superimposes modern wind turbines as if it were a Brunelian dream of the future yet to unfold The campaign was displayed in over 230 sites on the London Underground. A special tactical emphasis was placed at Westminster station, with political stakeholders and party conferences in mind Specific press publications in both the national press - Financial Times, Guardian, The Times, Telegraph - and regional press -  in operative areas such as Grimsby, Hull, Liverpool, Hornsea and the North West - were adapted to target key audience segments We decided that all digital content fell within one of three categories: Inform, Convince or Excite. These themes focused content towards audiences who had specific content behaviours. For example, evidence-led editorial appealed to sceptics; dynamic gamification for young audiences There are a lot of myths and rumours that needed addressing. We felt that the simplest and most shareable method was to create a quick quiz that users could take to gain a better understanding of the effectiveness of offshore wind power Certain information was more effectively communicated by using an interactive experience. This allowed us to tell the story as well deliver information and data via engaging infographics In-depth content was more appropriate delivered via clean and easy to read feature page-types In order to visually connect the editorial content to the campaign visual, we commissioned a series of illustrations that were flowed into the layout of articles The campaign was hugely successful, generating huge interest in social networks as well as direct traffic from ad campaigns in the press and outdoor. We found that digital advertising through the Google Display Netwoek was particularly successful