Over the last two years we have invested time and resources into understanding the segments of the UK population with regards to heat pumps and tested messages with them to gain further insights on what prompts action. 

We are planning to run a communications campaign targeting four segments from our heat pump segmentation work - specifically those who can afford and could install:  the unconvinced early adopters (‘eco high earning Gen Xers’ and ‘techie young families’) and the house proud early majority (‘tech cautious pre retirees’ and ‘rural retirees on stable incomes’.) These are bespoke segments built with Experian on Mosaic groupings. 

The campaign will run across 2027 and 2028 with potential for three bursts of activity - a first burst from mid January-March 2027, when heating is front of mind, a second over the summer period of 2027 with a focus on cooling, and a third during winter 2027/28 with a focus on heating. The campaign will target the segments in areas with a high density of the target audience.

This invitation to tender (ITT) has been prepared by Nesta for the purposes of inviting proposals from candidates for the provision of the development of a strategic campaign creative and multi channel assets for a regional campaign targeting our four audience segments to shift perceptions and intentions towards low-carbon home heating.

We are looking for a creative agency to:

• develop a creative territory for the campaign that aligns with our strategy
• refine and develop the chosen territory into a suite of creative assets which include adaptations for each of the four target segments  
• deliver assets to each spec for all channels by deadlines provided by media buyers 

The supplier will provide performance-ready creative production - taking into account optimisation for platform specific formats from audio, to digital, to video on demand (VOD).

As stated above, the campaign itself will run in three stages, with January 2027-March 2028 being the first stage. 

Nesta is the project lead but we expert the supplier to work closely with other agencies including the media buying agency to ensure asset specs and lead times are met.

We're looking for a supplier who can demonstrate:

• experience in developing creative territories and strategies for target audiences, and developing and delivering subsequent assets for multi channel campaigns (including VOD, radio and digital) 
• the ability to meet the timelines required for the campaign to run from January 2027
• a creative approach to reaching the target audience where they are

Once appointed, the successful supplier will be expected to:

• work with Nesta and other campaign suppliers to design a creative strategy and territories to meet the campaign strategy 
• develop all creative assets to spec
• liaise with media buyers to provide assets to meet buying lead times.

Written proposals should respond to requirements laid out in the ITT, together with a completed pricing schedule.

Proposals should be single-spaced, in 12-point font, on A4 paper, and submitted as a single electronic document (PDF or Word).

Your entire proposal, including all supporting documentation, should be addressed to Elin Price and e-mailed to [email protected] by no later than 18:00 BST on Thursday 22 October 2026.

Please read the full ITT and Annex 1 for complete details, including the evaluation criteria, terms and conditions, and full scope of services.

If you have a specific question not answered in the ITT or its annexes, please email [email protected].