In short
Switching to fossil-free heating is crucial for a sustainable future, but it’s not an overnight decision. Planning ahead is essential, as the transition often involves renovations and careful preparation. To raise awareness around fossil-free heating , the Province of East Flanders partnered with Supermachine to launch a campaign, led by “Homie,” a playful animated character. The campaign simplified the process and inspired thousands to take the first steps toward a fossil-free home.
The Challenge
How do you get homeowners to start thinking about fossil-free heating before it’s too late? Many wait until their boiler breaks down, but by then, transitioning isn’t an option. The switch is impossible without proper planning. With intimidating terms like “low-temperature heating” and “sustainable heat sources” adding to the hesitation, the challenge was to sensitize homeowners to take the first steps now, making the process approachable and showing that sustainable heating is within reach for everyone.
The Insight
People don’t engage with technical facts alone, they need to feel inspired. By giving the campaign an emotional and playful core, we moved the conversation beyond technical jargon to focus on what truly matters: creating a home for future generations.
The outcome
Over 400,000 people in East Flanders met Homie through OOH and online campaigns, generating over 1 million impressions. The catchy slogan “Huisje, tuintje, pompje” (a wordplay based on a common saying in Dutch to describe the perfect home ‘house, garden, tree - replacing the tree with ‘pump’), paired with playful 80s techno vibes, struck a chord with the audience. Local engagement soared during the second wave, with targeted events and materials making fossil-free heating feel closer and more achievable for residents.
