Context

A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast.

In this case, the ITV campaign belongs to this family of cases about TV being a force for good. Indeed, it comes in a context where the UK is legally committed to reach net zero emissions by 2050 (net = remaining emissions balanced by removals). Household behaviour is presented as a major lever, including switching home heating towards renewable electricity through heat pumps (electric heating system).

Heat pump adoption is positioned as a high-friction choice. The barriers include an out-of-pocket cost of around £5,000 even with a government grant (public subsidy), disruption during installation (home works), uncertainty about suitability for a given home, and misinformation online around heat pumps and climate change. A content-led route is used in place of crisis-style climate messaging, leaning on the trust and familiarity of a mainstream TV programme.

Campaign objectives

The objective was to use “Emmerdale” to create attention, then use the next break to explain the message while that attention was still there. A second objective was to repeat the same idea on the show’s social media accounts with the cast, so viewers met it again in the show’s own channels.

Another main goal was to make heat pumps feel credible and worth considering by placing the topic inside long-running UK soap drama “Emmerdale”, then using the next advertising moment to provide practical clarity while the storyline was still top of mind. The contextual TV spot covered two essentials: how heat pumps heat a home and what support exists through the government grant scheme.

The activity also extended beyond the episode moment across linear TV, digital and social. A further on-screen presence is referenced through a heat pump installation at Emmerdale’s surgery (fictional medical practice set; recurring location), keeping the technology visible within the show world.

Creative minds

ITV and the Department for Energy Security & Net Zero are behind the work. The scripted trigger sat with Dr Liam Cavanagh (fictional character), hence justifying the heat pump mention, since it was tied to an existing on-screen thread.

The contextual TV creative used recognisable programme cues. Former “Emmerdale” cast member John Middleton (actor; former show regular) voiced the spot, and it was filmed on the Emmerdale set (studio/backlot). Project Planet (ITV sustainability initiative) branding provided an additional trust signal.

Campaign video

The video asset is the contextual TV spot that followed the in-episode heat pump mention. It was filmed on the Emmerdale set and voiced by John Middleton, maintaining the programme’s look-and-sound. The message shifts from storyline cue to utility: how a heat pump heats the home, alongside the government grant scheme. Project Planet branding appears on the creative.

Results

Outcomes are presented across attitudes, consideration, and search behaviour. A Savanta study (UK research agency) indicates that 66% of viewers versus 32% of non-viewers believed heat pumps are a credible heating alternative. On consideration, 62% of viewers versus 28% of non-viewers said they were likely to consider installing a heat pump. As for digital impact, Google Trends indicates that searches for “heat pumps” doubled on days when the editorial mentions ran:

• Credibility (Savanta): 66% viewers vs 32% non-viewers
• Consideration: 62% viewers vs 28% non-viewers
• Search (Google Trends): “heat pumps” searches doubled on editorial-broadcast days

Source: egta.com

OTHER CASE STUDIES

ALL CASE STUDIES