Trinity Mirror Solutions’ Inventions team placed an April Fool’s joke in today's Daily Mirror, on behalf of new client Smart Energy GB.
The creative highlights the issue of ‘estimation’ in order to promote the use of smart meters in homes, with a fake story on the formation of The Office for Estimation (OfEst).
OfEst is a fictional department which will create an ‘estimated government’ on May 7 by monitoring Twitter, Facebook, online blogs and newspaper articles for the best candidates.
Alongside a print story there is also a spoof video interview online with a pretend political correspondent for the paper interviewing the ‘director general’ of OfEst. The spoof editorial is running across print, online and on the Mirror’s social media channels.
The Daily Mirror will run subsequent editorial to clarify the ‘estimated government’ joke’s significance by explaining that ‘estimated energy bills are no joke’ as ‘millions of households rely on them and end up in financial chaos because they are not paying the right price for their gas and electricity’.
The work showcases Trinity Mirror Solutions’ creative approach through its Invention team, to create tailor-made solutions to connect its clients with its audience – whose values are kept at the very heart of the creative development process.
Mark Field, Director of Invention at Trinity Mirror Solutions, said about the campaign: “Trinity Mirror Solutions’ approach is to find the most creative and inventive way to bring together our client’s business needs with our audience’s values and our editorial style.
“It is great to launch our campaign with Smart Energy GB with an April Fool’s, but there is a serious message behind it which will also be of benefit to our audience; this campaign will create awareness of how smart meters can help them save money by enabling them to get better control, and understanding, of their energy usage.”