Whatever your habitat

Strategy

The strategy was built on a core insight: every homeowner sees their home and their energy challenges as unique. From urgent boiler breakdowns to long-term investments in renewables, no two households look the same, and no single ‘typical customer’ exists.

The challenge was to engage these varied audiences without diluting BOXT’s positioning into something broad and forgettable. The solution was to create a unifying strategic platform: BOXT has the fix, whatever your habitat. This platform allowed BOXT to flex messaging across very different customer needs.

For the Searchers (6.2 million households) who gravitate towards established providers, it offered trust and reassurance. For the Price Conscious (2.4 million households) who lean on local trades but value warranties and finance, it delivered affordability and confidence. For the Eco-Curious, it framed BOXT as the simple route into greener living.

Purchase triggers were mapped clearly: reactive and urgent (a broken boiler), planned and considered (an electric car charger or solar), or aspirational and future-facing (heat pumps, battery storage). A cross-channel approach brought scale and focus.

Creativity

If every home and every energy need is unique, the campaign needed a way to dramatise that truth in a way that was clear, relatable and memorable. The answer was to build a world of creatures and habitats - a playful, animated universe that turned complex energy challenges into instantly recognisable stories.

Rather than trying to represent a typical homeowner (which doesn’t exist), each creature became a stand-in for a different audience type, product trigger or household challenge. A buzzing beehive captured the chaos of a family mid-boiler breakdown. A squirrel stashing sunshine embodied the eco-curious solar adopter

Each was chosen with care to reflect real research insights, while keeping the tone fun, warm and accessible. Visually, the campaign created a distinctive, flexible brand world.

Results

Sales growth: boilers +15.28%; air conditioning +239.47%; solar +84.08%. Site traffic during campaign: boilers +17.21%; air conditioning +148.71%; solar +27.12%.

The TV-led, cross-channel approach generated 142.8 million impacts across the campaign period, building broad awareness and trust while driving audiences into digital channels to learn more and convert.

Contributors

Arcade Studio, String & Tins

The Team

Rob Sandom, Creative Director, Uber - Greg Clark, Creative Director, Uber - Paul Copley, Head of Design, Uber - Lauren Grogan, Account Manager, Uber - Sam Evans, Copywriter, Uber - Angus Struthers, Chief Marketing Officer, BOXT - Fae Oates, Content & Campaigns Manager, BOXT - Billy Bartram, Senior Visual Designer, BOXT